Journal of Current Research on Business and Economics (JoCReBE) - ISSN: 2547-9628

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Abstract


Determining Brand Value with Hirose Method and an Investigation of the Relationship between Brand Value and Company Value: A Comparison of Arçelik - Vestel and Ford Otosan-Tofaş

In today's world where competition is increasing day by day, companies attach importance to marketing activities as much as production in order to maintain their efficiency in the market and to enter new markets. For this reason, the issue of brand and brand value, which is one of the building blocks of marketing activities, is very important. The aim of this study is to measure the brand value of Arçelik, Vestel, Tofaş and Ford Otosan companies with the Hirose method, which was introduced to the literature by the Japanese Ministry of Commerce as one of the brand value measurement methods, and to examine the relationship between it and company value. While calculating the brand value with the Hirose method, prestige variable, loyalty variable and expansion variable parameters were used. While calculating the value of the company, the market based valuation approach was chosen and the ratios of Price / Earnings, Price / EBITDA, Price / Net Sales, Market Value / Book Value were used. Research findings showed that while the brand value of Arçelik, Ford Otosan and Tofaş companies decreased over the years, the brand value of Vestel increased. It has been observed that all four companies in the study have increased company values over the years. As of 2020, brand values of Arçelik and Vestel were above company values, while the brand values of Ford Otosan and Tofaş remained below company values. In order to examine the effect of brand value on company value, individual regression analysis was performed for each brand. According to the results, the effect of brand value on company value was not revealed for other brands except Arçelik brand.



Keywords
Hirose, Brand, Brand Value, Company Value



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