Groundbreaking study suggests trademark count, rather than patent count, is a better predictor of innovation

A new study has benchmarked the most common innovation proxies and concluded that the size of a company’s trademark portfolio is a more consistent indicator of innovation than patent count or R&D expenditure. The result adds to the evidence that trademarks hold value beyond simple exclusivity and recognition, with one academic telling World Trademark Review that it may indicate that these rights “are actually undervalued”.