Theoretically, a trademark is an image (or conception) of a product or a product line. At times, this image even extend to the company that the trademark is connected with. It (the trademark) supposedly should be able to speak a thousand words. As of the moment, I can think about your questions in relation to theories, and from the theory you can do some searching and reading. I myself is interested in your question and the dialogues derived from your question.

Some theories that I can think of now are:

1. Business Model -> Value proposition

2. Diffusion of Innovations -> Perceived attributes of the innovation

3. Diffusion of Innovations -> Bias (positive bias or pro innovation bias; negative bias or innovation resistance)

3. Franchise

4. Value -> Perception

My opinion is to think explicitly about your study in terms of domain first. Imagine an inverted triangle. The widest portion on top is the first domain (the context or the local setting). What is specific context? What company (or the industry) you are studying? The middle domain is the complex phenomenon? What phenomenon at the trademark is bothering you? Why did you focus on the relationships between technologies and products a company is developing? The tip of the triangle consists of one or more issues (the 3rd domain). I speculate, in this instance, that an issue is the relationships between technologies and products. There could be other issues that you could be interested, in relation to the complex phenomenon (the 2nd domain) and the local setting (the 1st domain).

By being explicit about what you want, I am sure you will be able to get more focused response to your inquiry from the ResearchGate community.

Mr Ardito, I happen to come by this question today, as the year 2016 is rapidly coming to an end.

I see no further responses than that  given by Mr Cua in 2012. His question: "What phenomenon at the trademark is bothering you? Why did you focus on the relationships between technologies and products a company is developing?" strikes the right note and I agree. I cannot see how a trademark could determine a product's characteristics. Toshiba makes cars, but they also are into power generation including using turbines and nuclear reactors. GE is into aviation engines,  healthcare/medical equipment, locomotives; Siemens is into a range of products from high voltage electrical equipment, to medical equipment to micro-electronics.

I would think trademarks have little to define  in a products characteristics, if you consider the examples I have cited. I hope my response even at this belated moment helps in a small way to answering your question.