The dynamic relationship between investments in brand equity and firm profitability : evidence using trademark registrations


Crass, Dirk ; Czarnitzki, Dirk ; Toole, Andrew A.


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URL: https://ub-madoc.bib.uni-mannheim.de/40587
URN: urn:nbn:de:bsz:180-madoc-405877
Document Type: Working paper
Year of publication: 2016
The title of a journal, publication series: ZEW Discussion Papers
Volume: 16-004
Place of publication: Mannheim
Publication language: English
Institution: Sonstige Einrichtungen > Zentrum für Europ. Wirtschaftsforschung (ZEW)
MADOC publication series: Veröffentlichungen des ZEW (Zentrum für Europäische Wirtschaftsforschung) > ZEW Discussion Papers
Subject: 330 Economics
Classification: JEL: O31 , O34,
Keywords (English): Brand equity , firm profitability , intellectual property rights , trademarks
Abstract: 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 thirty years of past brand-related investment flows. Using firm-specific trademarks as investment proxies, our results show a significant long-run impact on financial performance. The dynamic profile of brand-related investments has an inverted-U shape that reaches its peak after eleven years. On average, it takes four years before brand related investments show a positive return, and investments older than nineteen years show no significant impact. For the median trademarking firm, brand equity contributes 265,000 Euro to annual profits.

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Crass, Dirk ; Czarnitzki, Dirk ; Toole, Andrew A. (2016) The dynamic relationship between investments in brand equity and firm profitability : evidence using trademark registrations. Open Access ZEW Discussion Papers Mannheim 16-004 [Working paper]
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