A Research on the Analysis of the Change in Brand Value

Abstract

The difference in the way that the methods, which are used in brand valuation, are calculated leads to numerical differences in the calculation of the brand value. This makes the use of a more distinct data inevitable for those who use the information. This is because of the fact that, among the different brand value data calculated according to different methods, the one that gives the absolute value is unclear. This fact makes it more logical to follow the level of the change according to the previous year, rather than the numerical value of the brand value. However, whether the level of change in brand value gives similar or not similar results for different methods has turned into an issue that needs to be examined. In this context, the aim of study; the brand value calculated according to different methods is to determine whether the level of change is similar. From this point of view, the change in the brand values of the companies in the Brand Finance Turkey-100 food sector and traded on the Istanbul Stock Exchange was investigated. The brand value of these companies was calculated according to Hirose method and compared with the data announced by Brand Finance. The change level data obtained according to the Hirose method were found generally not similar to change level data detected to Brand Finance.