Abstract:

In the world of today, where competition is increasing on a daily basis, companies also pay attention to their marketing activities as low as production to maintain their activity on the market and to enter new markets. The brand and brand value, which is one of the structural stones of marketing activities, is also very important. The aim of this study is to measure the brand values of the Arcelic, Vestel, Tofaş and Ford Otosan companies with the Hirose method, which was awarded to literature by the Ministry of Commerce of Japan as one of the brand value measurement methods, and to study the relationship between the company and the company value. The Hirose method is used to calculate the brand value with the prestige variable, loyalty variable and expansion variable parameters. When calculating the value of the company, the market-based assessment approach has been selected using the price/winning, price/winning, price/net sales, market value/defer value ratio. Research findings have shown that the brand value of Arçelik, Ford Autosan and Tofaş companies has decreased over the years, while Vestel’s brand value has increased. Four companies in the work have also been observed to increase the company’s values over the years. By 2020, Arçelik and Vestel’s brand values are above the company values, while Ford Otosan and Tofaş’s brand values are below the company values. To study the impact of the brand value on the company value, a separate regression analysis was made on each brand, according to the outcome, the impact of the brand value on the company value was not revealed in other brands except the Arcelic brand.

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