Brand valuation in hotel industry: Application in a chain hotel in Alanya

Nowadays, each institution on Earth is subject to a destructive competition because of globalization. Individuals and companies strive to take advantage of this competitive environment. Having a strong brand provides a sustainable advantage for companies in this competitive environment. Companies have one of two ways to have a strong brand. Companies either strengthen their own brands with strategic brand management or incorporate strong brands in the market through purchasing and merging activities: Brand valuation is critical for both method: Brand valuation guides companies in acquisitions and merger: Periodic brand valuations are an important strategic tool that can be used to monitor the long-term results of the company's marketing activities: The purpose of this study is to determine how brand value can be measured effectively in the accommodation industry. Since qualitative and quantitative research methods are used together, research is designed as a mixed method. In this study the brand value of the case company was measured with three (Interbrand, Brand Finance, Hirose) methods, which were selected among the methods used in the market, by using the case study method. The methods used in the study were evaluated as comparative among themselves in the light of the knowledge and experiences obtained during the case study. Finally, the new method, which is a suitable method for accommodation businesses, has been created and applied by the author during the research.