Abstract:

Brand is an intangible concept and it is difficult to determine brand value precisely. Firm value is a more measurable concept than brand value. Many methods are used in the calculation of firm value and many variables that make up these methods are used. Similarly, there are many factors and variables that influence firm value. In this context The purpose of this study is to determine and model whether brand value has an impact on firm value. Fort his purpose, the automotive firms (Ford Otosan, Türk Tractor, Tofaş, Anadolu Isuzu, Karsan, Otokar) whose shares are traded in Istanbul Stock Exchange are included in the research. In the study, The data obtained from the financial statements of the related companies in the year 2017 were used in the study.  Besides, loyalty, expansion and prestige variables used in the Hirose method which is a financial based brand valuation method, are used in regression analysis. As a result of the study, it has been determined that net profit, net sales, asset size, total debt amount and prestige variable of brand value are influential on the firm's market value. 

Keywords: