Özet:

Purpose - This study is aimed at measuring the brand value that addresses both the marketing and financial fields. The brand concept has an important position for both and consumers. The brand ensures that’s products are determining in the consumer’s eyes, while it is one of the most important factors in the decision-making and purchase process for consumers. Therefore, the brand is now replaced as an unmaterial asset in the assets of as it has an increasing financial value. Method - The study used the Hirose method to measure the brand value and the results obtained by the Hirose method were compared with the Brand Finance reports. The findings - in the study, the mark value calculation with the Hirose method was made for the banking sector. In the banking sector, in the five-year period between 2014-2018, the banks registered in the Borsa Istanbul form the sample of the research. According to the Hirose method, the financial mark value is the best bank Guarantee Bank, the worst bank is the Turkish Development Bank. According to the Brand Finance report, the highest brand value bank is Akbank, the lowest bank in Turkey. Discussions - The results have found that there are many methods in the calculation of the brand value, but the methods can give different results. The results of Hirose method and the Brand Finance reports were found close to each other, but they were not completely the same. The main reason is that the Hirose method is calculated by the financial tables data, and the Brand Finance reports include the financial data of companies as well as the consumer behavior. The originality of the study is that both the Hirose method has not yet been used in the banking sector and the Brand Finance report for the banking sector has not been sufficient to interpret the brand value by Hirose analysis. The reason for the preference of the Hirose method, which contributes to literature, is both working with numerical data to healthy results and being away from subjective judgments.