Determination and application of brand value in Denizli textile industry

Firms, to survive in today?s fierce competitive marketplace, have to manage efficiently not only tangible assets but also intangible assets. Because firm?s value is determined by tangible assets and intangible as well. Brand, an intangible asset, is an important factor which determines firms future position and value rather than present value and reputation.Brand, provides value added and facilitates marketing for firms. However, quantity of this value, which is required to know recovering the cost of brand investment, is not well known by firm management. Moreover, determining brand value is important in terms of challenging brand strategies.Brand value may be measured differently in marketing and finance literature. This study aims to introduce financial methods measuring brand value, and includes an application at Denizli textile industry. For comparisons textile firms listed at Istanbul Stock Exchange have also been included.The empirical part of the study is based on a model proposed by Ministry of Economy, Trade and Industry of Japan. This model measures brand value using some financial data related to brand.Results indicate that some of the investigated firms have had remarkable steps in branding nevertheless, whole products are not branded. Results also indicate brand values of few of the firms listed at Istanbul Stock Exchange are far behind Denizli?s firms, which in fact refers this problem is not only attached to local economies.