Brand valuati̇on methods and brand equity in the place of firm value

TAYŞİ Ceren, Brand Valuation Methods and Brand Equity In The Place Of Firm Value, Master'sThesis, 2013 In today's global competitive environment, firms need brands to separate themselves from their competitors ın order to market new, highquality and diverse products. As a result of this requirement, brand and branding activities have become firms' important agenda item as a competition weapon. It is very difficult to express the brands with monetary terms. There are many methods in the literature to measuring brand equity because each company has its own unique characteristics and valuation methods contain subjective elements. In this study, methods on brand valuation that are improved with customer viewpoints, financial and mixed approaches are discussed. Brand is an important element in value creation process of companies. In this study, a regression analysis was performed to determine the role of brands in firm value. But, a statistically significant relationship with brand value and firm value wasn't found as a result of this analysis. Key Words: 1.Brand 2.Brand Equity 3.Brand Valuation Methods 4.Firm Value