Trademarks remain an underexplored avenue in intellectual property research, despite their pivotal role in shaping firm strategies and competitive outcomes. This professional development workshop brings together diverse scholars and practitioners to showcase how trademarks—beyond patents—provide a distinctive lens on brand protection, market positioning, and organizational performance. Through a USPTO-led masterclass on trademark data, presentations of cutting-edge research, and interactive roundtable discussions, participants will gain new theoretical and practical insights for leveraging trademarks to achieve competitive advantage.
