I am studying the inclination of companies to associate a new trademark (TM) with the commercialization of radical innovations. 

Do you know examples of companies that decided to apply (or not apply) for a TM to commercialize a radical innovation (eg., a new product)? 

I am asking this because, on the one hand, firms may improve appropriability over the radical product thanks to the TM. But, on the other hand, a firm may have an existing TM, so choosing to use it to commercialize the product since that brand is already known among customers while the product is distant from their existing values. What do you think about?

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