A COMPARATIVE ANALYSIS OF BRAND VALUATION: THE HIROSE METHOD VS. BRAND FINANCE

Brands are not only assets that offer benefits and privileges to consumers but also among the most valuable financial assets of companies and even nations. Therefore, brand valuation has become an increasingly important concern, prompting companies across various industries to adopt different valuation methods to assess and manage their brand equity. In the literature, brand valuation methods are categorized into three groups: financial, consumer-based, and mixed approaches. Since each method follows distinct valuation principles and criteria, brand valuations may vary significantly for the same brand. This study primarily aims to evaluate the brand values of retail companies in Turkey using the Hirose method, which belongs to the financial valuation category. Additionally, the brand values calculated using the Hirose method are compared with those obtained from Brand Finance, a firm that employs a mixed-method approach to brand valuation both in Turkey and globally. According to the findings, the brand values of retail companies differ significantly between the Hirose and Brand Finance methods. The underlying reasons for these discrepancies are discussed in detail in the conclusion section.