Pazarlama Yönetiminde Markalar

The trademark distinguishes goods and services of one business from goods and services of another business. Trademarks, one of the marketing management tools, create an image of products in the customer's minds. The market price of the products includes the value formed by the trademark image. In terms of marketing, there are many studies focusing on trademark value. Branding efforts have gained importance in developing marketing strategies in the global environment. Trademark creation and trademark protection have become important for businesses in providing sustainable competitive advantage. In terms of countries, trademark formation and protection also have the important role in providing competitive advantage. There is generally a similar trend between export/national income sizes, which are important indicators of the competitiveness of countries, and trademark formation/protection efforts. For businesses, trademark creation and trademark protection are indispensable in achieving more returns by providing sustainable competitive advantage.