The purpose here is also likely to be very different for different use cases. You might not want the Apple trademark to be transferable as the management change

The purpose here is also likely to be very different for different use cases. You might not want the Apple trademark to be transferable as the management changes because you care about their approach to privacy. On the other hand, a consumer who thinks Diet Coke is tasty probably doesn't want to have to look up what brand name they were forced to change to when the CEO quit just to keep buying their favorite soda at the grocery store.