Title: Trademark portfolio and enterprise performance: systematic literature review

Authors: Ran Huaqing; Leandro Pereira; Yangao Xiao

Addresses: ISCTE – Instituto Universitário de Lisboa, Lisbon, Portugal; School of Arts and Law, Chengdu College of Arts and Sciences, Chengdu, China ' BRU-Business Research Unit, ISCTE – Instituto Universitário de Lisboa, Winning Lab, Lisbon, Portugal ' School of Economics and Management, University of Electronic Science and Technology of China, China

Abstract: Since 2002, the number of trademark registration applications in China has continued to 'blowout', ranked first in the world. However, the discussion on the motivation of trademark registration and the value of registered trademarks has also become a topic of common concern in the theoretical and practical circles. This paper constructs the trademark portfolio matrix from two dimensions of trademark symbol attribute and registration category, and analyses the impact of different trademark portfolios on firm performance theoretically. This will further analyse the rationality of enterprise registered trademark behaviour and the reasons behind the surge of registered trademark applications in China, so as to provide a reference path for the research of trademark value.

Keywords: trademark; trademark portfolio; performance; value.

DOI: 10.1504/IJIPM.2022.122303

International Journal of Intellectual Property Management, 2022 Vol.12 No.2, pp.260 - 280

Received: 12 Oct 2020
Accepted: 12 Mar 2021
Published online: 19 Apr 2022 *

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