Trademarks in branding: Legal issues and commercial practices

Patricio Sáiz and Rafael Castro

Business History, 2018, vol. 60, issue 8, 1103-1124

Abstract: The call for a special symposium on ‘The Brand and Its History’ has led to two journal issues that focus on trademarks and brands, respectively. This issue is devoted to trademarks, the more concrete, well-documented, and measurable aspect of brands. This editorial introduces trademark studies; summarises previous contributions from economic, legal, business, and historical literature; provides a short overview of the topics and findings of the seven articles included in this issue; and reflects on further research.

Date: 2018
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DOI: 10.1080/00076791.2018.1497765

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