For well over a century, U.S. trademark law has afforded brand owners certain rights, remedies and obligations. As the … Department of Commerce has noted, owners of trademarks have both a legal right and an affirmative obligation to protect their … trademarks from unauthorized third-party use. Diligent enforcement practices not only protect trademark assets, but also protect …

thirty years of past brand-related investment flows. Using firm-specific trademarks as investment proxies, our results show a …Most marketing practitioners and scholars agree that marketing assets such as brand equity significantly contribute to … a firm's financial performance. In this paper, we model brand equity as an unobservable stock that results from up to …