Determination of company value by brand value approach and its recognition and presentation in financial statements: A research on companies within BISTBANKA index

Company value, calculated by brand equity approach, is seen as a financial intangible asset for management and as a customer-oriented concept for consumers. Company value, calculated via brand value, is an important performance variable for future success and business planning in decision processes of business stakeholders such as shareholders, potential investors, managers and financial institutions. Company valuation contributes positively to creation of marketing strategies and policies, apart from determining company value. With the company valuation becoming important, it has come to the fore. In this study, company value was calculated by brand valuation approach. Concepts such as corporate governance and sustainability took place in the Turkish Commercial Code and the Capital Market Law after the reform in 2012. Considering that the advantages of businesses in competitive environments do not depend only on financial advantages, it is thought that the concepts of brand value and company value should be investigated. In the application part of this study, using the Brand Valuation Method Based on Capital Markets, which is not used frequently, the company value is calculated by brand value approach on certain companies in the BISTBANKA index. By bringing innovation to the calculation of the "market value" variable in the method, the calculation was made in two parts as the part connected to the exchange and the part not connected to the exchange. With this innovation, the method has become suitable for more companies and it has been suggested that it can be used as a company valuation method.