How cannibalization effects shape trademark renewal decisions at the firm level

Abstract This study examines how firms’ trademark portfolio size and within-class concentration relate to EUIPO renewal decisions. Using approximately six hundred trademarks filed between 1996 and 2012, we track ten-year renewals with regressions including detailed Nice class–year heterogeneity. Results show larger portfolios are associated with substantially higher renewal rates, suggesting greater private value among larger firms. However, trademarks in highly concentrated within-class portfolios are significantly less likely to be renewed, indicating cannibalization as newer marks replace older ones in similar product categories. Results are still significant though smaller in magnitude when examining renewal at the twentieth year, The study offers new EU-wide evidence on trademark portfolio management and marketing strategy.