In today's global society, where nations connection has risen dramatically, creating a brand, and increasing brand awareness has become critical. Brands globally positioned while retaining their cultural aspects have a better chance of success. The principal goal of this research is to look into the importance and effects of brand positioning in the costumer value creation. A questionnaire has been performed on Apple smartphones users for this purpose. It’s the brand value seen by customers with regard to brand positioning in the Algerian and Turkish market has been studied. The findings indicate that there is a strong relation between the brand market positioning and the value seen by customers in both countries.