Özet:

Today, due to increasing competition conditions, it is difficult for to maintain their market position and maintain their profitability. Therefore, the size of the brand value comes at the beginning of the vehicles used by the companies targeting the same market to compete. Companies use brand value dimensions to create brand commitment; create a brand awareness for the customer to recognize and remember the brand, make it a brand image that they can trust, and generally create the perception that the product/service is at the perfect level. From here on, this study aims to study the relationships between the generations X, Y, Z and the size of the brand value. For this purpose, two brands of smart devices were selected (Apple and Samsung) and the data was easily collected by the face-to-face survey method from selected consumers through the sampling method. According to the research results, the model in three generations is meaningful for both brands.

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