The Economics and Management of Non-Traditional Trademarks: Why, How Much, What, and Who

Carolina Castaldi*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review

Abstract

Economists have largely neglected the phenomenon of NTTMs and its consequences for society so far, partly because of their limited interest in the social returns of trademarks in general. After reviewing the handful of economic studies on this matter, I present a first systematic empirical analysis of the extent of NTTM filings, with a focus on the number of filings, their nature, and the actors behind those filings. Using data from the USPTO, I find that NTTMs are steadily increasing, they are filed by very different types of firms, but they remain a relative small phenomenon, as compared to all trademark filings. I conclude by discussing avenues for further research.

Original languageEnglish
Title of host publicationThe Protection of Non-Traditional Trademarks
Subtitle of host publicationCritical Perspectives
PublisherThe Oxford University Press
Pages257-270
Number of pages14
ISBN (Electronic)9780198826576
DOIs
Publication statusPublished - 1 Jan 2019
Externally publishedYes

Keywords

  • Economics
  • Intellectual property rights
  • Non-traditional trademarks
  • Returns
  • Trademarks

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