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Brand assets and market value : the economic relevance of trademark portfolios

by Vallely, Sam

Abstract

This paper uses a novel dataset of trademark activity for U.S. apparel firms to examine the economic relevance of trademarks to firm market value. Trademarks are the legal representations of a firm’s brands and, as brand assets, have the ability to improve firms’ market position and influence consumer purchase behavior. However, our understanding of the role trademarks play in firms’ valuations in financial markets is limited. This study finds that firms’ trademark portfolios are value relevant to market participants, and carries important implications for corporate IP policies and practices.

Note

The author has given permission for this work to be deposited in the Digital Archive of Colorado College.

Includes bibliographical references.

Colorado College Honor Code upheld.

Administrative Notes

The author has given permission for this work to be deposited in the Digital Archive of Colorado College.

Colorado College Honor Code upheld.

Copyright
Copyright restrictions apply.
Publisher
Colorado College
PID
coccc:9854
Digital Origin
born digital
Extent
33 pages : illustrations