In the market for consumer goods, a firms’ trademark serves as a symbol of cognitive recognition to the consumer. Knowingly, firms marketing strategies focus on influencing consumer demand based on how they perceive such trademarks. Through that mechanism, a concept of branding results through the association of trademarks with different abstract concepts of the brand. Therefore, this research questions whether consumers’ perception of different brands affect how they are valued? Given that effect, how does firms strategize in the market to influence such perceptions to create value? The hypotheses pose that consumers will have a higher willingness to pay for brands they value more and firms with highly valued brands will be more profitable. To test the hypothesis, limited data was derived using several databases for firms within the retail industry. OLS regression estimates were used for analysis and the results suggest that none of the trademark variables have significance in creating value for firm performance. Thus, there is not enough evidence to reject the null hypothesis. This research contributed to the larger current existing literature between the relationship between brands and trademarks. Future research will definitely require more data across a longer period and/or clearer specifications to generate findings that support the hypotheses.


Burnell, James


Business Economics

Publication Date


Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis



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