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In today’s changing and developing business world, companies are turning towards abstracting benefits from creating value as well as physical differences in order to provide competitive advantage. Brand is one of the intangible assets that adds value and strength to companies. In this context, importance of brand and brand value estimation gain importance day by day for companies. The estimation of brand value is extremely beneficial and important for the stakeholders and parties of companies. Brand and brand valuation have also become an important competitive strategy for companies. For this reason, many academics and practitioners have developed different methods regarding brand valuation. In general, brand valuation is divided into three main categories financial, consumer behavior, and mixed methods (which combines both aforementioned two). These three categories of brand valuation methods have different valuation approaches. There happens not to be any generally accepted brand valuation method that academicians, experts and practitioners agree on. From this point of view, this study classifies crucial brand valuation methods by revealing brand and brand value issues it explains each one considering its advantages and disadvantages. |
