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Submarine trademarks

Author

Listed:
  • Carsten Fink
  • Andrea Fosfuri
  • Christian Helmers
  • Amanda F. Myers
Abstract
Companies use trademarks to protect their brands from outright imitation or competition by confusingly similar brands. However, publication of trademark applications by the trademark office discloses strategic information about a firm's future products and planned market entry. This creates a trade‐off between legal protection for new brands and inadvertent information disclosure. We analyze the trade‐off through the lens of “submarine trademarks” in the United States—submarine trademarks are trademarks whose publication and hence disclosure to the public are strategically delayed. We provide the first systematic evidence of submarine trademarks and explore their effectiveness in reducing the disclosure of information, their determinants, and their blocking effect on third‐party trademark filings. We also provide evidence on the effect of trademark disclosure on third‐party trademark filings.

Suggested Citation

  • Carsten Fink & Andrea Fosfuri & Christian Helmers & Amanda F. Myers, 2022. "Submarine trademarks," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 31(4), pages 818-840, November.
    • Handle: RePEc:bla:jemstr:v:31:y:2022:i:4:p:818-840
    DOI: 10.1111/jems.12480
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    References listed on IDEAS

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    Cited by:

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    2. D’Agostino, Lorena M. & Schiavo, Stefano, 2024. "Using trademarks to fend off import competition: Evidence from the top R&D-spending companies," International Business Review, Elsevier, vol. 33(1).

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    More about this item

    JEL classification:

    • D22 - Microeconomics - - Production and Organizations - - - Firm Behavior: Empirical Analysis
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • K11 - Law and Economics - - Basic Areas of Law - - - Property Law
    • O34 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Intellectual Property and Intellectual Capital

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