...Javier Bas; Patricio Sáiz; José L. Zofío Purpose Brands and trademarks are rather different in essence but complementary phenomena in practice. Trademarks provide legal protection to brands, representing a concrete and measurable asset. They are strategic for brand managers, but they have been...

...Colleen Collins‐Dodd; Judith Lynne Zaichkowsky Data from national brand manufacturers suggest they are more willing to take legal action against other independent manufacturers than against retailers when they think their trademark brands have been infringed. Imitation by other independent...

... a new definition of brand assets so that, whether purchased separately or as part of goodwill or internally created by a business, brands can be recognised as assets within a new boundary. © MCB UP Limited 1998 Assets Brand identity Brands Goodwill Trademarks By keeping brands...