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The Strategy Tool: The Trademark Map of Best 100 Brands in the World

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Author(s): Rain Chen | Chapie Liang

Journal: Journal of Management and Strategy
ISSN 1923-3965

Volume: 4;
Issue: 4;
Date: 2013;
Original page

ABSTRACT
In this research, five steps are brought up to build up the trademark map, including (1) deciding sample range of trademarks, (2) analyzing the first-time information, (3) analyzing the second-time information, (4) building up the trademark map, and (5) analyzing the trademark map. This standard procedure can help enterprises create their trademark maps efficiently. A multi-dimensional scale is used for analyzing and building up the trademark map of the most famous one hundred brands, and 86 consumers are requested to proceed with the experiment of brand identification. The results are shown as follows. (1) To display the distribution of trademark samples clearly by building a visualized map, the level of trademark similarity between samples can be understood. (2) Enterprises can the apply trademark map for judging the identification and feasibility of their trademarks so that they are capable of avoiding tort and creating their own and only brand image.
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