New trademark registration as an indicator of innovation: results of an explorative study of Benelux trademark data

New trademark registration as an indicator of innovation: results of an explorative study of Benelux trademark data

Meindert J. Flikkema*

Vrije Universiteit, De Boelelaan 1105, 1081 HV Amsterdam

E-mail: mflikkema@feweb.vu.nl

Ard-Pieter de Man

Vrije Universiteit, De Boelelaan 1105, 1081 HV Amsterdam

E-mail: aman@feweb.vu.nl

Matthijs Wolters

Vrije Universiteit, De Boelelaan 1105, 1081 HV Amsterdam

E-mail: mwolters@feweb.vu.nl

Abstract: 
This paper studies the extent to which new trademarks refer to innovation. A sample of 660 Benelux trademarks shows that the motives of trademark registration are not primarily related to appropriating rents from innovation. This confirms the view that trademarks provide exclusive rights but no incentive for innovation per se.

However, further research reveals that about 60% of recently registered Benelux trademarks refer directly to a broad range of innovative activities. In addition, the sample reveals that most of the trademarks are filed close to the market introduction of both new products and services. Hence they may be useful to measure innovations in late stages of development. Finally, trademarks appear to capture innovative activity that is not captured by other IPRs. Particularly, trademarks may yield additional insights into innovation in small firms and into service innovation.

trademarks; innovation; IPRs; indicator