An application on the relationship between innovation and brand value

Today, competition conditions have become very difficult with the increasing number of competitors and the process of marketing products or services has become complicated. Companies have to change and diverge in a sense in order to get ahead of their competitors under these changing competition conditions. The most important of the strategic ways that firms will follow to be one step ahead of their competitors is to make their brand a valuable and well-known brand. In this way, taking a step forward in the perception of the consumer according to the brand's competitors will contribute to profitability and growth as well. The purpose of this application is to examine the relationship between innovation and brand equity and brand value and to consider the degree to which competitive superiority occurs over the brand. In application, the relationship between innovation and the concept of brand value is examined in detail and a survey is conducted for consumers' attitudes to innovation and perceptions of brand value. The results of the survey show specific results and the relationship of innovation with brand equity and brand value is observed.