Measurement of brand value by financial methods and recognition of measured brand value by TMS 38 intangible assets standard

As globalization of world trade has a global dimension, many developments have occurred in commercial activities in recent years. The brands of the companies have gained importance together with the developments taken place. Along with the brands' having more importance; the companies' needs for trademark valuation to report at their financial statements increase. The act of selling & buying of the brands and the brands' being topic for business amalgamation bring up the uncertainties about how to calculate the brand value. Regarding this some models have been developed hot to calculate the brand value. The previously developed models all have calculating techniques and different parameters peculiar to themselves. The related literature has been reviewed and the positive and negative sides put forward for per model. The companies' stating their brand values at their financial statements have advantageous for them. The brands values increasing the power of active asset stand at the intangible fixed assets at the statements; and sometimes the brands values have more value comparing to intangible fixed assets. The brand values increasing the companies' asset value dramatically; can only be shown at the companies' financial statements when purchase and/or business amalgamation occur according to Turkish Accounting Standards. Stating the brand value that companies' created within themselves at their financial statements id not allowed Turkish Accounting Standards. This study aims to express how to calculate brand value financially and how show them on financial statements as well as emphasizing the importance of brand concept. In this regard the models used for brand value at national and international arena are expressed; and these models' negative and positive sides put forward. Within these models the most common used at Turkey and World Hirose model and Brand Value Model Based on Capital market for data acquisition and numerical outcomes. Two companies' from food and communication sector- brand value application are done. The data of Ülker Bisküvi Sanayi AŞ for food sector and Turkcell İletişim Hizmetleri AŞ from communication sector are used. The data are from Public Disclosure Platform (Kamu Aydınlatma Platformu - KAP). It is also expressed that showing the calculated brand values according to the outcomes at the companies' financial statements how and at which circumstances.