The impact of brand value on company valuation

Brand valuation and company valuation methods have become one of the most talked about and special fields of study in the economy in recent years. As a financial performance element, brand equity is of particular importance for shareholders, potential investors, credit institutions, consumers and competitors, and keeps its place as an important variable in decision-making processes. Brand equity is one of the most important assets of companies. Issues such as the change of hands of companies, purchase and sale transactions, commercial mergers, mergers and acquisitionscompanies increase the importance of individuals and organizations with brand and company valuation expertise. Determining the brand value in the company valuation process has become important especially in mergers and acquisitions. The aim of this research is whether the brand value has an effect on the valuation of the firm and to determine what kind of relationship between brand value and company value is. In this research, brief information is given about the brand value and methods used brand value and why these methods are important when valuing companies. This study made by using secondary sources, is in the type of document review method which is one of the qualitative research types. Since the study aims to determine the relationship between brand and company value, panel data analysis method was adopted. A discussion was conducted by comparing the obtained findings with previous studies. As a result, it was concluded that the connection between brand value and company value was not strong enough, and the increase in brand value or company value may not always have a positive effect on each other. In addition, the necessity of applying different company valuation methods according to various variables such as sector characteristics, capital structures and costs of companies operating in different industry branches has clearly emerged in the relevant literature review. There are various factors affecting the company value in the company valuation process, and businesses need to understand the reasons for company valuation. Financial tables and statements used in company valuation should be well read and analyzed. Professional aids should be consulted in the solution of problems faced on taking company valuation steps.