The Effects of COVID-19 Pandemic on Service Sector Branding Tendency: Evidence From Turkey

Abstract

The service sector is becoming an increasingly important sector in most economies. Service marks, as an indicator of service innovations, are increasing worldwide. As with all industries and activities, the service sector has been affected by the Coronavirus 2019 (COVID-19) pandemic. This research aimed to analyze the effects of the COVID-19 pandemic on the service sector by using trademark application data. In particular, textual databases provide researchers with a rich wealth of information. Research was based on Turkish service mark applications belonging to the datasets comprise 264,000 lines in total (for the years 2016 to 2020). In addition, 114 search terms, which were determined with the help of service mark classifications according to International Nice Trademark Classification, were analyzed using the text mining method. According to the research results, a certain amount of service-related trademarks were not affected during the pandemic process; however, a change in the trademark’s content applications was experienced. The main service classes having an increase in brand orientation during the pandemic were found to be services related to logistics, cleaning, hobby activities, distance education, and learning and storage services. On the other hand, real estate, tourism, cultural services, and health and legal services were the negatively influenced sectors.