Brand Valuation

A trademark is defined as a distinctive sign used to distinguish similar products or services from those of others, or a distinctive sign identified during the provision of a specific service. Trademarks are protected by law. Trademark protection is obtained through registration. The term of protection is ten years from the date of application for registration.

Brands encompass value derived from their name and distinctiveness, impact, history, authenticity, quality, recognition, reputation, price elasticity, and sales velocity.

A brand can be calculated together with a company's value, or it can be calculated separately. In company transfers and acquisitions, a brand can be bought and sold together with the company, or it can be bought and sold separately from the company.

Marka Değeri

During the valuation process, brand formation is examined in detail and the brand's impact on commercial life is analyzed. Since brand valuation is not merely numerical but a methodological study, knowledge and experience are extremely important in this valuation.

Naviga Capital Partners determines brand value according to international standards using its knowledge and experience. Naviga is an authorized consulting firm for company and brand valuation on the Borsa Istanbul Private Market.

Naviga Capital Partners determines value by using the brand valuation methods listed below, selecting the methods appropriate to the brand characteristics.

Brand Valuation Request Form

When valuation is performed using this method, it is assumed that the brand is not owned, but a royalty fee is paid in exchange for the use of the brand.

It is assumed that a company with a branded product can charge a higher price than a company producing the same product without a brand. The price difference between branded and unbranded products forms the basis for calculating brand value.

The brand's value is determined by calculating the cost of rebuilding it.

A valuation multiplier is created by considering the market values of similar brands, and the brand value is calculated using this multiplier coefficient.

When determining value using this method, it does not rely on customer evaluations but uses multiple regression analysis that takes into account price differences between products with different characteristics in the market.

Increasing Brand Value

Companies must begin investing in their brands from the moment they are established in order to increase their profitability and maintain a presence in domestic and international markets. While it is possible to grow companies to a certain extent, there are greater opportunities for increasing brand value.

The main factors that will increase brand value are: the brand's sales performance and potential, net operating margin, the brand's growth potential, the brand's international expansion, advertising support for the brand, the brand's strength in the industry, brand image, and pre-tax earnings over the last three years.

Naviga Capital Partners supports you in taking measures to increase your brand value, creating brand value enhancement strategies and preparing a roadmap.