nep-ipr New Economics Papers
on Intellectual Property Rights
Issue of 2019‒03‒04
three papers chosen by
Giovanni Ramello
Università degli Studi del Piemonte Orientale “Amedeo Avogadro”
  1. The sound of brands By Nufer, Gerd
  2. Labor Relations, Brand Value, and Trust in Agricultural Cooperatives By Stevens, Andrew W.
  3. Trademarks and Appropriability in the Digital Era: Evidences from Swedish Video Games Industry By Long, Vicky; Domeij, Bengt
  1. By: Nufer, Gerd
    Abstract: The aim of this research paper is to both examine and conceptualise the concept of audio branding. Audio branding is an important part of the overall brand management concept and corporate identity. Strong brands ease the choice for customers and convey values and a certain quality promise. Branding is of vital importance. It needs to be acknowledged that only 0.004% of all outer stimuli reach the human consciousness. Therefore, audio branding is a way to further strengthen the overall brand awareness. This leads to an emotional connection with a brand. This study strives to determine the characteristics of audio branding and to analyse the corporate audio branding of Audi. The result of this research study is the suggestion of the use of audio branding in a way that fits the overall brand picture. Otherwise, the brand communication is inconsistent, and this could lead to a misunderstanding of the brand values for customers. The analysis of the Audi corporate sound design might be beneficial for practitioners. The overall evaluation of the concept of audio branding contributes to the existing body of literature in branding.
    Date: 2018
    URL: http://d.repec.org/n?u=RePEc:zbw:esbwmm:20191&r=all
  2. By: Stevens, Andrew W.
    Keywords: Agribusiness, Demand and Price Analysis, Marketing
    Date: 2019–02
    URL: http://d.repec.org/n?u=RePEc:ags:saea19:284293&r=all
  3. By: Long, Vicky (The Ratio Institute); Domeij, Bengt (The Ratio Institute)
    Abstract: What role can trademark play in appropriability regime, especially in a digitalized era where many innovations are easy to copy and difficult to protect, and where rapid diffusion is the norm? This study, using the Swedish video games industry as a case, aims to provide some insights and tentative answers to those questions. Combining firm-level interviews, statistical data concerning EUIPO trademarks filed by the Swedish video games industry, we present the quantitative trends of trademarking across this industry sector (i.e. timeline; distribution across technological platforms and firm sizes; correlation with turnover), as well as qualitative explanations for that. This study contributes to a meso-level explanation of the role of trademarks (registrations) in appropriability on the one hand, and to the understanding of the complexity of the general appropriability conditions (and logic) in the Digital Era, on the other.
    Keywords: Intellectual Property Rights (IPRs); Appropriability; Video Games; Digitalization; Innovation; Vicky Long; Bengt Domeij
    JEL: O32 O34
    Date: 2019–02–18
    URL: http://d.repec.org/n?u=RePEc:hhs:ratioi:0318&r=all
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