We study the interaction of customer capital and productivity through brand reallocation across firms. We develop a … study the matching process between transferable brand capital and core productivity, which can be inefficient with … significant welfare implications. We link USPTO trademark data with Nielsen sales data to study the prevalence of brand …

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 …