Groundbreaking study suggests trademark count, rather than patent count, is a better predictor of innovation.
Just knowing this can be enormously helpful.
Whether you are a macro investor, work in finance etc then you can easily steal an advantage by focussing on trademarks not just patents.
A new study by academics at George Washington University 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 of the academics telling World Trademark Review that it may indicate that these rights “are actually undervalued”.