Determination and measurement of brand equity a financial approach: An empirical approach

In recent years, there are many brands in the same product group on the market. This situation makes the competition tough. As a result, abstract concepts such as branding and value creation have come to the forefront rather than physical benefits. Businesses regard the branding as an important means of competition and diversity. So that, the brand became an important factor in making a difference. Because a good brand is an important element that adds value to the product. The relationships between consumers and brands have become complicated due to constantly growing brands. Brand equity also comes to the forefront with the brand. The influence of the brand on the consumer is increasing day by day.In this study, the determinants of brand and brand value were examined and the studies conducted in this field were analyzed. In the application part, the brand values of the firms operating in the food sector were tried to be determined by the Hirose method. Keywords:Brand, Brand Equity, Determinants of Brand Equity, Hirose Method