The Identification of Trademark Filing Strategies: Creating, Hedging, Modernizing, and Extending Brands

54 Pages Posted: 9 Sep 2009

See all articles by Philipp G. Sandner

Philipp G. Sandner

Frankfurt School of Finance & Management

Date Written: July 2009

Abstract

The purpose of paper is to explore companies’ trademark portfolios in detail. Companies’ trademark portfolios are not loose agglomerations of trademarks but, instead, contain complex structures that coherently protect a company’s brand. I develop and apply a technique that reveals the inherent structure of trademark portfolios. This allows an assessment of how brands are protected by trademarks and how trademark filing strategies produced these portfolios.

Trademarks protect brands and make them visible. Brand management decisions can therefore be observed through trademarks. When new products are introduced, brand management deals with decisions to either create new brands or use existing ones. Such decisions require trademark filings which reflect both the creation of new brands as well as the development of existing brands through hedging, modernization, and extension.

Keywords: Trademarks; Brands; Intellectual property; IP; Intangible Asset; Market valuation; Tobin’s q; Brand management; IP management

JEL Classification: M31, O34, G12

Suggested Citation

Sandner, Philipp, The Identification of Trademark Filing Strategies: Creating, Hedging, Modernizing, and Extending Brands (July 2009). Available at SSRN: https://ssrn.com/abstract=1469711 or http://dx.doi.org/10.2139/ssrn.1469711

Philipp Sandner (Contact Author)

Frankfurt School of Finance & Management ( email )

Adickesallee 32-34
Frankfurt am Main, 60322
Germany

HOME PAGE: http://www.philipp-sandner.de

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