How Many Trademarks Does it Take to Protect a Brand? The Optimal Number of Trademarks, Branding Strategy and Brand Performance

M. Sullivan

Working Papers from U.S. Department of Justice - Antitrust Division

Abstract: This research addresses the question of how many registered trademarks are optimal to protect a brand. By assigning property rights in brand names, trademarks give firms the ability to protect their brands from free riders. The optimal number of trademarks depends on factors that affect expected infringement losses: the likelihood of infringement times the loss to the brand's owner if infringement occurs.

Keywords: TRADEMARKS; BRAND; PRODUCTS; PROPERTY RIGHTS (search for similar items in EconPapers)
JEL-codes: K11 K22 (search for similar items in EconPapers)
Pages: 29 pages
Date: 2001
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:fth:usjuat:01-2

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