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  • Thumbnail for Brand assets and market value : the economic relevance of trademark portfolios
    Brand assets and market value : the economic relevance of trademark portfolios by Vallely, Sam

    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.