Öneri Dergisi 1300-0845 2147-5377 Marmara Üniversitesi 10.14783/maruoneri.682943 MARKA FİNANSMANI Yalçın F.asuman MARMARA ÜNİVERSİTESİ Bulut Özlem MARMARA ÜNİVERSİTESİ 06 28 2002 5 18 7 12 05 07 2002 06 03 2002 Copyright © 1994, Öneri Dergisi 1994 Öneri Dergisi

A brand is simply a product or service, which can be distinguished from its competitors. Successful brands are those meet the needs and aspirations of a defined target market. Financial markets increasingly recognize that intangible rather than tangible assets are the primary source for corporate value. Tangible product features can be rapidly copied. Intangible features cannot. They create emotional barriers to competition and sustainable, long-term advantage. Most tangible assets have finite lives. But brands, if well managed, can be timeless. Brands have the power to influence consumer demand, trade distribution, staff loyalty, supplier terms and investor sentiment, transforming business performance and financial returns. But while corporate assets may be increasingly “intangible” their performance needs to be rigorously measured. Financial accountability is paramount and return on brand investment is becoming a critical issue for the board and finance director. Brand finance specializes in understanding, measuring, managing and exploiting Brands. The aim of this study is to explain Brand Equity, Brand Valuation, Brand Strategy that are the elements of Brand Measurement

 Marka finansmanı [1] KOTLER, P., Principles Of Marketing, New Jersey, 2001, s.14, 302, 305, 309. [2] KOCH, R., A'dan Z'ye İşletme ve Finans, Globus Dünya Basım Evi , İstanbul , Kasım 1997, s.51, 52, 55. [3] HANKINSON, G.; COWKING, P., The Reality Of Global Brands, UK, 1996, s.1. [4] TEK, B.Ö., Pazarlama İlkeleri, Beta Yayıncılık, 1999, s.355, 357. [5] CALDERON, H.; CERVERD, A.; MOLLA, A., "Brand Assessment: A Key Element of Marketing Strategy": Journal Of Product & Brand, Management, Vol: 6, No:5, 1997, s.6. [6] DİNÇER, Ö.; FİDAN, Y., İşletme Yönetimine Giriş, Beta Yayıncılık, 1996, s.220. [7] http://www.brandfinance.com/about.html. [8] NEIL, G., "Taking Stock Of A Company’s Valuable Assets", Business Week, Issue 3737, 18/06/2001, s.3. [9] The Brand Finance Report, 1999, s.7, 8. [10] PORTER, S.M., Rekabet Stratejisi, Sistem Yayıncılık, 2000, s.13. [11] http://www.indianinfoline.com/bisc.mkt1.html. [12] CURTIS, J., "The Perception Question", Marketing , Feb. 12, 1998, s.1. [13] MITCHELL, A., "Why Brand Equity Is True Measure Of Success", Marketing Week, August 3, 2000, s.1. [14] http://www.poolonline.com/archieve/ıss6fea.html. [15] THOMPSON, S., "Celestial Seasonings Sets Retail 'Brand Equity' Lab", Advertising Age, Vol: 70, Issue 38, 13/09/1999, s.1. [16] HAIGH, D., "Let investors In On Brand Values and Information", Marketing, 26/10/2000, s.1. [17] BARTHRAM, P., "Brand Power", .Management Accounting, Vol. 78, Issue 6, Jun 2000, s.1. [18] http://www.shaw-wethey.com/html/brand.htm.