BRAND, BRAND EQUITY AND VALUATION METHODS: INTERBRAND AND BRAND FINANCE METHODS AND COMPARATIVE ANALYSIS OF THE MOST VALUABLE WORLD BRAND RANKS IN 2017

Abstract

The prominence of the brand-equity concept first emerged in financial mergers or acquisitions in the global world. In the literature, since the 1980s, as one of the important topics of interest, it has given the opportunity to create the most valuable brands ranking at international and national level. These rankings are highly appreciated as they are announced annually by organizations that are using different methods. There is a fact behind the interest of ranking the most valuable brands. This is the fact that businesses must increase brand equity in the eyes of the consumer in order to achieve success under tight competition conditions. At this point, brand equity measurement methods are on the way and there is no consensus on the application of a standard measurement method.  In the study, the concept of brand, brand equity and brand equity methods are mentioned, two methods are analyzed and comparison of the top 10 brand names in 2017 world brand rank is determined according to these methods.