Which firms use trademarks - and why? : representative firm-level evidence from Germany


Crass, Dirk


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URL: https://ub-madoc.bib.uni-mannheim.de/37489
URN: urn:nbn:de:bsz:180-madoc-374899
Dokumenttyp: Arbeitspapier
Erscheinungsjahr: 2014
Titel einer Zeitschrift oder einer Reihe: ZEW Discussion Papers
Band/Volume: 14-118
Ort der Veröffentlichung: Mannheim
Sprache der Veröffentlichung: Englisch
Einrichtung: Sonstige Einrichtungen > ZEW - Leibniz-Zentrum für Europäische Wirtschaftsforschung
MADOC-Schriftenreihe: Veröffentlichungen des ZEW (Leibniz-Zentrum für Europäische Wirtschaftsforschung) > ZEW Discussion Papers
Fachgebiet: 330 Wirtschaft
Fachklassifikation: JEL: C25 , D21 , L14 , O34,
Freie Schlagwörter (Englisch): Intellectual property rights , trademarks , reputation , innovation
Abstract: Trademarking firms are more productive, generate higher profits, and have a better survival rate. Trademarking firms are in one word more successful, which might motivate non-trademarking firms to adopt a trademark strategy. But this seems not to be the case. The proportion of trademarking firms in the German business sector amounts to just 18%. This figure is quite low, given that nearly each firm has reputation to protect. But why has the vast majority of firms no registered trademarks? Using a representative sample of German firms, the present paper links certain firm characteristics to a firms' propensity to register trademarks. The empirical results point to circumstances under which trademarks are significantly more often used: this is the case where a large distance between a firm and its customers exists, a firm's product quality is difficult to assess, a firm's products are characterized by a limited (but not strong) substitutability, and where a firm is engaged in R&D and introduces innovative products. Trademarks are considerably less frequently used if none of this is the case.




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