Trademarks in branding: Legal issues and commercial practices

Patricio Sáiz · Rafael Castro Balaguer

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Intellectual Property Law American History and Culture Consumer Behavior in Brand Consumption and Identification

Abstract

The call for a special symposium on ‘The Brand and Its History’ has led to two journal issues that focus on trademarks and brands, respectively. This issue is devoted to trademarks, the more concrete, well-documented, and measurable aspect of brands. This editorial introduces trademark studies; summarises previous contributions from economic, legal, business, and historical literature; provides a short overview of the topics and findings of the seven articles included in this issue; and reflects on further research.

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References

1970The Market for "Lemons": Quality Uncertainty and the Market Mechanism 1991Managing brand equity : capitalizing on the value of a brand name.1992Managing Brand Equity: Capitalizing on the Value of a Brand Name 2017The University of Chicago Law Review 2008Against Intellectual Monopoly 2003The Economic Structure of Intellectual Property Law 2004Trademarks as an indicator of innovation and industrial change 1987Trademark Law: An Economic Perspective

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2020Selling the past. The use of history as a marketing strategy in Spain, 1900-1980 2019Cross-cultural factors in international branding 2022Strategic trademark management: a systematic literature review and prospects for future research 2023Off the mark? What we (should) know about the bright and dark sides of corporate trademark practices

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