The business world has moved from using trademarks — simple symbols identifying products — to brands — rich symbols that feed business strategy. At the same time, networked and empowered consumers are using brands, brand language, and branding strategies to make decisions about what they...

The purpose of paper is to explore companies’ trademark portfolios in detail. Companies’ trademark portfolios are not loose agglomerations of trademarks but, instead, contain complex structures that coherently protect a company’s brand. I develop and apply a technique that reveals the...

This Article considers the spillover effects of trademarks - in particular, brand spillovers, which occur when consumer interest in a trademark increases the profits of third parties who do not own the trademark. Using techniques such as loss leaders and shelf space adjacency, retailers...

When Donald Trump descended the escalator of Trump Tower to announce his 2016 presidential bid, Neil Young’s song “Rockin’ in the Free World” blared from the loudspeakers. Almost immediately, Young’s management made clear that the campaign’s use of the song was unauthorized. Neil...

Trademark law protects famous marks from dilution by tarnishment, defined by statute as use likely to “harm the reputation of the famous mark.” Tarnishing uses are typically those that connect a mark with disreputable goods or topics, like sex or drugs. Mark owners ostensibly worry that...

This study explains the positive branding effects and the trademark-related risks of the New Generic Top-Level Domain (NGTLD) program. It can be shown that Associative Network Memory Theory explains why the connection of the brand with a suitable generic NGTLD can increase brand awareness....

This paper investigates the effects of trademarks on the market value of firms. The results show that trademarks have a positive effect on firm value. Next, the firms' market values are regressed on indicators of trademark value such as trademark seniorities, the number of oppositions filed, and...

Firms increasingly rely upon trademarks, but research exploiting trademark data is still rather limited and scattered across research domains. Yet, there is an emerging understanding that trademark data can be used to capture several elements of how, when and to what extent firms bring (new)...

This research study investigates the challenges and strategies involved in integrating e-commerce and business model innovation within AI-driven enterprises, with a specific focus on the case of HIMS, a men's health and wellness e-commerce company. The aim of this study is to provide valuable...