ROLEX AND APPLE RELATIONSHIP BETWEEN BRAND REPUTATION AND BRAND VALUE CONCEPTS AND TRADEMARK REGISTRATION IN THE CONTEXT OF GLOBALIZATION

Abstract

The brand that constitutes one of the informal elements of businesses; on the one hand, the origin of goods or services, on the other hand, the goods and services of an enterprise to differentiate goods and services from other businesses to perform functions. With the globalization, the brand phenomenon has gained the position of being the most important tool that serves the purposes of increasing the competitiveness of businesses and channeling consumer preferences in the beneficiary position. The brands are important for consumers and intermediaries as well as for consumers. Therefore, the legal protection of the brand; It is important for the brand owners not to experience reputation and financial losses. In the study, the concept of brand, brand value, trademark registration and brand reputation are mentioned and the effects of Apple and Rolex brands on brand reputation and value in the context of globalization were discussed. The methodology of our study is based on comparative case study and content analysis of the two brands that constitute the focus of our research on the basis of specific criteria.