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- Title
FINANCE FOCUSED BRAND VALUE MEASUREMENT: ANALYSIS OF INSURANCE COMPANIES WITH THE HIROSE METHOD.
- Authors
İŞSEVEROĞLU, Gülsün
- Abstract
The brand is one of the most important values that businesses have. The brand provides a significant competitive advantage among businesses and has a long-term impact on business performance. Various methods have been developed by financiers and consultancy companies in the literature and applications to determine the value of the brand. One of these methods is Hirose method, which is based on accounting and financial data. This method was developed in 2002 by the Ministry of Economy, Trade and Industry of Japan. In the study, companies operating in Turkey from financial valuation methods using Hiroshi method was aimed to determine the brand value of pension insurance companies. For this purpose, the brand values were measured, and the findings were evaluated with the data obtained from the financial reports of 16 pension companies for the years between 2014-2018.
- Subjects
TURKEY; BRAND equity; JAPAN. Keizai Sangyosho; INSURANCE companies; VALUATION; FINANCIAL statements; INVESTORS; ECONOMIC indicators; FINANCIAL planning
- Publication
Iş, Güç: The Journal of Industrial Relations & Human Resources, 2020, Vol 22, Issue 3, p107
- ISSN
1303-2860
- Publication type
Article