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Title:Trade mark paradoxes in European brand competition Author(s):GRANMAR, ClaesDate:2010Citation:
- Florence : European University Institute, 2010
Type:ThesisSeries/Number:EUI PhD theses; Department of LawAbstract:The development of a uniform European trade mark law regime has taken so many different paths over the past decades that the state of the law is now more or less incomprehensible to everyone. The regime is primarily shaped ...
Title:On the Signaling and Feedback Effects of Umbrella Branding Author(s):THAL, JeanineDate:2007Type:Working PaperSeries/Number:EUI MWP; 2007/13Abstract:I consider an adverse selection model of product quality to analyze a firm's incentives to sell different products under an umbrella brand. My main result is that umbrella branding can signal positive quality correlation ...