Determining brand value with the Hirose method: An application on the companies included in BIST Tourism index

The brand phenomenon and the value of the concept of brand value have a very important place in recent years for companies. Increasing technology and market competition have driven companies to new strategic directions. As a result, the branding process has emerged. This process has become a necessity for companies that want to exist effectively in the market and has become one of the basic elements required to gain competitive advantage. With the emergence of this process, various methods have been developed to measure brand value. Methods that examine brand value from different aspects have been put forward by many researchers and academics. These methods are known as Behavioral, Financial and Mixed methods. In our research, methods that do not evaluate the brand value in monetary terms were mentioned, but a Financial model was chosen as the main method and the financial dimension of the brand value was dealt with. In the last part of our research, the brand values of the companies operating in the BIST Tourism Index were tried to be determined by the Hirose method, which is one of the Financial Brand Valuation Methods explained in the second and third sections.