DETERMINING THE BRAND VALUES OF THE PAPER AND PAPER PRODUCTS COMPANIES TRADED ON BORSA ISTANBUL BY USING THE HIROSE METHOD

Abstract

Being able to survive in the competition and maintain the market share is one of the issues that the production companies are looking for solutions. The desired size of the cash cycles of the companies, the realization of the product sales at the predicted levels and the high level of customer loyalty are related to the brand and brand value. The brand concept, which is considered as the reliability of the products and the privilege it provides for consumers, is evaluated as continuity and sustainability for companies. The monetary determination of the brand value is important in terms of showing the efficiency and success of the production activities. In the study, it was aimed to determine the brand values of the paper and paper products companies traded on Borsa Istanbul by using the Hirose method. At the end of the study, using the published financial statement data of the companies, the brand values calculated in the 2017-2021 period were interpreted and the companies that were at the forefront in terms of brand value in the sector were determined.