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Araştırmanın amacı Türk markalarının değerlerinin hesaplanmasında marka gücünün ve bu markaların toplam satış hasılatları içerisinde markalı ürünlerinden elde ettikleri gelirlerin rolünün belirlenmesidir. Araştırma hem finansal hem de tüketici yönlü bakış açılarını olanaklı kılan karma hesaplama yöntemlerinden Interbrand marka değerleme yöntemiyle, Türk markalarının analizlerini kapsamaktadır. Araştırmanın uygulama kısmında, BrandFinance 2017 Türkiye’nin en değerli markaları sıralamasında yer alan Türk Telekom, Turkcell, Türk Hava Yolları ve Arçelik incelenmiştir. Araştırma sonucunda değerlerine göre markalar sıralanmış ve bu sıralamaya göre Türk Telekom birinci, Turkcell ikinci, Arçelik üçüncü en değerli markalar olarak belirlenmiştir. Interbrand marka değerleme yöntemi ile en değerli Türk markalarının değerlendirilmesinin literatürde önemli bir boşluğu dolduracağı düşünülmektedir.
The aim of the study is to determine the role of brand equity in the calculation of the values of Turkish brands and the role of these brands from their branded products in total sales revenues. The research covers the analysis of Turkish brands through Interbrand brand valuation method, which is one of the mixed calculation methods that enables both financial and consumer-oriented perspectives. In the application part of the study, from the Brand Finance 2017 ranking list of Turkey's most valuable brands; Turk Telekom, Turkcell, Turkish Airlines and Arcelik were examined. At the end of the research, the brands were listed according to their values and according to this ranking, Turk Telekom was determined as the first, Turkcell as the second and Arcelik as the third most valuable brands. The evaluation of the most valuable Turkish brands with Interbrand brand valuation method is considered to fill an important gap in the literature.
The aim of the study is to determine the role of brand equity in the calculation of the values of Turkish brands and the role of these brands from their branded products in total sales revenue. The research covers the analysis of Turkish brands through Interbrand brand valuation method, which is one of the mixed calculation methods that enables both financial and consumer oriented perspectives. In the application part of the study, from the Brand Finance 2017 ranking list of Turkey’s most valuable brands; Turk Telekom, Turkcell, Turkish Airlines and Arcelik were examined. At the end of the research, the brands were listed according to their values and according to this ranking, Turk Telekom was determined as the first, Turkcell as the second and Arcelik as the third most valuable brands. The evaluation of the most valuable Turkish brands with Interbrand brand valuation method is considered to fill an important gap in the literature.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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