The impact of brands on innovation and firm performance : empirical evidence from Germany

Brands belong to the most valuable intangible assets a firm can have. An established brand generates awareness and attention to a firm’s branded products, adds reputation and credibility and favorable associations. The research presented in this dissertation explores the impact of brands on innovation and firm performance. The empirical analysis shows that firms can improve the odds of commercial success of their product innovations by using a brand. The thesis shows also for a representative sample of German firms that past brand-related investments contribute to current profits and that brands and other intangible assets are associated to higher productivity.