Abstract:

In this study, change is brand value and financial performance of Turkish deposit banks are examined comparatively. The data consists of brand values and financial variables of banks for the period 2012-2018. The brand performance of banks is determined based on brand values. On the other hand, Entropy weighting and TOPSIS multi-criteria decision-making methods were used to determine the financial performance of banks. In the empirical analysis, it was observed that changes in the brand value of banks and changes in financial performance have different results. The fact that the relationship between the average brand value change of 6 banks and the average TOPSIS performance change is in the same direction can be said to mean that the brand value changes for these banks are reflected in financial performance. However, the fact that the relationship between the average brand value change of 4 banks and the average TOPSIS performance change is in the opposite direction can be interpreted as the brand value changes do not affect financial performance for these banks.

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