Building Brand Assets: The Role of Trademark Rights
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DOI: 10.1177/00222437221097108
Abstract: Trademarks play an important role in protecting intangible brand assets. However, the impact of trademark rights on brand assets has received little attention in the literature. The authors examine the impact of trademark rights on… read more here.
Keywords: brand assets; trademark; role; building brand ... See more keywords
Impact of Trademark Rights on a Company’s Financial Performance: Focusing on Pharmaceutical Industry in South Korea
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DOI: 10.37506/mlu.v20i1.694
Abstract: Background/Objectives: In recent years, there has been a growing awareness that intangible assets, especially intellectual property, can affect a company’s value and competitiveness. To this end, companies are striving to secure intellectual property around patents,… read more here.
Keywords: trademark; trademark rights; intellectual property; company ... See more keywords