Akademik Veri Yönetim Sistemi
Abant İzzet Baysal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, cilt.20, sa.1, ss.189-202, 2020 (Hakemli Dergi)
The aim of this study is to measure and evaluate the financial performance andbrand values of six companies listed in the BIST Sustainability Index in 2014-2018 by using the Hirose method. Moreover, the Hirose method’s brand valuationsare compared with brand valuation ranking the Brand Finance which arecompanies specialized in brand valuation, and ranking from the Brand FinanceTurkey 100 in 2018. The Hirose method’s brand valuation is GARAN with thehighest brand value in 2018, while the Brand Finance’s brand valuation is AKBNKwith the highest brand value in 2018. According to the results of the analysis, thereare differences between the Hirose method and Brand finance. The reason for thisdifferences is that the Hirose method considers quantitative data, while the BrandFinance considers both quantitative data and qualitative variables.