It sort of makes sense when you consider trademark law to largely be about protecting the consumer -- to prevent intentional deceptively similar names (or logos, trade dress, etc...) from causing the consumer to buy a product thinking it is another, or from a different company than it actually is.
It also has the effect of protecting the mark owning company from another company producing poor products which then become attributed to the original company. But arguably this also protects the consumer.
Basically it boils down to consumer confusion -- since there is this gigantic company that is world renowned, it will cause confusion if in Brazil the iPhone trademark is not assigned to Apple.
It also has the effect of protecting the mark owning company from another company producing poor products which then become attributed to the original company. But arguably this also protects the consumer.
Basically it boils down to consumer confusion -- since there is this gigantic company that is world renowned, it will cause confusion if in Brazil the iPhone trademark is not assigned to Apple.