Hirose Yöntemi İle Finansal Marka Değerinin Hesaplanması: Borsa İstanbul Bankacılık Sektörü Uygulaması
Financial Brand Value Calculation With Hirose Method: An Ampirical Analysis in Istanbul Stock Exchange

Summary/Abstract: Purpose – In this study, it is aimed to measure brand value that addresses both marketing and finance. The brand concept has an important position for both businesses and consumers. Brand; While making the products of the enterprises determinant in the eyes of the consumers, it is one of the most important factors in the decision-making and purchasing process for consumers. For this reason, the brand has an increasing financial value and is now included in the assets of enterprises as an intangible asset. Hirose method, which contributes to the literature, is preferred both to reach healthy results by working with numerical data and to be away from subjective judgments. Design/methodology/approach – Çalışmada marka değeri ölçümü yapabilmek için Hirose yöntemi kullanılmış ve Hirose yöntemiyle elde edilen sonuçlar Brand Finance raporlarıyla karşılaştırılmıştır. Findings – In the study, the brand value calculation by Hirose method was made for the banking sector. The sample of the research is the banks registered in Istanbul Stock Exchange for 5 years in the banking sector between 2014-2018.

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