Evaluating the Financial Impact of Branding Using Trademarks: A Framework and Empirical Evidence

@article{Krasnikov2009EvaluatingTF,
  title={Evaluating the Financial Impact of Branding Using Trademarks: A Framework and Empirical Evidence},
  author={A. Krasnikov and Saurabh Mishra and David Orozco},
  journal={Journal of Marketing},
  year={2009},
  volume={73},
  pages={154 - 166}
}
Firms spend considerable efforts to build brand awareness and associations among consumers. Yet there is a limited understanding of the financial returns of such investments. In this article, the authors present a framework that uses trademarks as measures of firms' branding efforts. They classify trademarks into two categories—brand-identification trademarks and brand-association trademarks—and propose that they are indicators of firm efforts to build brand awareness and associations among… Expand

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