Powerful brands dominate our transnational landscapes. Brand value — referred to in law as trademark goodwill — is co … consumer patronage, trademark goodwill is critically important not only for business ability to attract and retain customers …. This Article focuses on the role of trademark goodwill in signaling sustainability standards as key informational …

the worlds of marketing, economics and accounting that intangible assets associated with trademarks, brands and goodwill …

that feed business strategy. At the same time, networked and empowered consumers are using brands, brand language, and … trademarks: brand theory. This theory explains riddles within current trademark doctrine and provides the foundation for a new … possibility that trademarks can be true information resources for all stakeholders in a brand — corporations, consumers, and …

loose agglomerations of trademarks but, instead, contain complex structures that coherently protect a company’s brand. I … and make them visible. Brand management decisions can therefore be observed through trademarks. When new products are … introduced, brand management deals with decisions to either create new brands or use existing ones. Such decisions require …