Brand Valuation Methods:An Application In Food Industry With Hiroshi Method
Journal Title: Muhasebe ve Finansman Dergisi - Year 2016, Vol 18, Issue 71
Abstract
In the globalized world, branding has become the most important factor that strengthens the competitive position for businesses. The benefits of branding for the companies are evaluated in the areas of marketing and finance. Brand plays a key role in achieving marketing objectives and also companies gain some financial advantages by revealing brand valuation, in this respect branding is to enter the interests of financial world. This study examined the concept of brand value in terms of financial and some basic information is given about the methods used in brand valuation. Hiroshi model which is proposed by Japanese Ministry of Economy, Trade and Industry, is used for brand valuation of Borsa Istanbul quoted food industry companies parameters chosen. This model measures brand value using some financial data related to brand. The chosen companies are Bandırma Vitamin Feed Industry Corporation and Şeker Chicken Feed Industry and Trade Corporation. The data are obtained from Public Disclosure Platform (PDP) official website. According to the data which ones obtained from this study, Banvit Company cannot fully reflect the brand value when its process of being traded in the market. When the investors are making to their investing, they may not be fully aware of the brand value of the company yet. The result obtained in this study is consistent with other studies conducted in this area.
Authors and Affiliations
Selçuk KENDİRLİ, Hülya ÇAĞIRAN KENDİRLİ, Zuhal AKGÜN
Keywords
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- EP ID EP101650
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