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– The aim of this paper is to investigate the impact of brands on small to medium-sized enterprise (SME) performance in the fashion industry, trying also to shed light on the different effect that corporate and product brands may produce.

– The approach uses cross-sectional time series regression to investigate the relationship between trademarks and sales, controlling for firm size. A purposive sampling technique is adopted, focusing on a sample of Italian SMEs in the fashion industry.

– Results indicate that trademarks do have a positive impact on SMEs' performance in the fashion industry, and in particular corporate trademarks seem to be effective in producing a sales increase, while product trademarks do not.