Trademarks play a crucial and underexplored role in market dynamics, extending beyond legal protection to shape competition, consumer behavior and economic growth. Their increasing relevance aligns with globalization, digitalization, and knowledge-based industries. By signaling authenticity, quality and variety, trademarks enhance differentiation and firm competitiveness. As well, consumers’ brand-loyalty provides great strategic advantages and may constitute entry barriers. This paper introduces trademarks as a new indicator of soft innovation but also of both firm and national wealth, building on existing literature. This study explores the link between trademark activity and economic performance in the 21st century, a period of recurring recessions, technological shifts and international harmonization.