MEASUREMENT AND EVALUATION OF BRAND VALUE OF BANKS IN BIST SUSTAINABILITY INDEX: A FINANCIAL APPROACH

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The aim of this study is to measure and evaluate the financial performance and brand values of six companies listed in the BIST Sustainability Index in 2014-2018 by using the Hirose method. Moreover, the Hirose method’s brand valuations are compared with brand valuation ranking the Brand Finance which are companies specialized in brand valuation, and ranking from the Brand Finance Turkey 100 in 2018. The Hirose method’s brand valuation is GARAN with the highest brand value in 2018, while the Brand Finance’s brand valuation is AKBNK with the highest brand value in 2018. According to the results of the analysis, there are differences between the Hirose method and Brand finance. The reason for this differences is that the Hirose method considers quantitative data, while the Brand Finance considers both quantitative data and qualitative variables.

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Brand Value , BIST Sustainability Index , Hirose Method

Abant Sosyal Bilimler Dergisi

202

Abant Sosyal Bilimler Dergisi