Abstract:Comprehending global brand identification and expansion is critical because trademarks are one major approach employed by top hundred companies worldwide for staying competitive. This study examined 173 word marks of the top hundred global trademarks, and 60 ordinary consumers participated in this trademark identification experiment. Multidimensional scaling (MDS) was used to assess study participants' level of similarity of word marks from eight major industries. The present study also built a trademark map t… Show more
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