Study on the Relationship of Trademark Portfolio and Enterprise Performance in China

Abstract

Since 2002, the number of registered trademark applications in China has consistently ranked first in the world. However, some scholars questioned whether massively registered trademarks had significant positive influences on enterprise competitiveness. From the perspective of trademark layout of enterprise brand strategy, this paper opens the "black box" for trademark and business, and constructs the concept model of trademark portfolio. On this basis, data from 241 listed companies in different regions in China (including 9,824 consolidated subsidiaries) were collected, and empirical analysis was conducted on the correlation between different trademark portfolios and corporate performance. The research results show that there are significant differences in the correlation between different trademark portfolios and enterprise performance (including operating income and operating profit margin). In particular, there is a U-shaped relationship between the main trademark portfolio of non-main business and operating profit margin; the non-main trademark portfolio of non-main business is positively related to operating income, but not related to operating profit margin. The above research conclusions to a certain extent explain the inherent logic of the continuous increase in the number of trademark registration applications in China, and have an enlightening significance for enterprises to carry out trademark layout.