This paper develops a simple general equilibrium, multi-market model in which firms set up head departments by hiring managers from a heterogeneous distribution of skills in order to create and position a trademark. Despite the ex ante symmetry of potential entrants into the economy, the endogenous sorting process of managers into head departments typically generates asymmetric free-entry equilibria with a non-degenerate distribution of profits. Compared to their lower-profit rivals, high-profit firms are shown to have typically (i) a higher valuation of its trademark by consumers, (ii) a wider range of markets in which they operate, and (iii) a wider range of product varieties.