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The evidence presented in this Report is intended to offer insights into the economy-wide role of branding. The Report highlights that branding has become a central strategic asset for companies; it explores how the trademark system supports consumer choice and orderly competition in the marketplace; and it explains why branding is a key element of a vibrant innovation ecosystem. Unquestionably, certain trends in branding strategy and trademark use are better understood than others. The Report points to a number of areas where more statistical data and new investigations could offer fresh insights, and thus lays the foundation for future research work.
http://www.wipo.int/export/sites/www/freepublications/en/intproperty/944/wipo_pub_944_2013.pdf
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