EFFECTIVENESS ANALYSIS OF THE ACCOUNTABLE TRADEMARK VALUE ON THE PROFITABILITY AND THE CAPITAL STRUCTURES IN TOURISM COMPANIES

Aim: The aim of this study is to present a proposal for a clear reporting of the brand value of companies that operate on national and international scale. Methods: In this study, using data analysis method, the "trademark value" account shown in the financial tables of the tourism companies traded on the BIST is analyzed with the effect on the profitability of them and the share in the total capital. Finding: In the result of this study, trademark value can not be accountably reported on the balance-sheets. It has been emphasized that the trademark value of companies should be clearly accounted in the correct determination of the true market value of companies or in many issues involving companies such as consolidations. Results: As a result, it has become clear that the brand value of companies must be clearly accounted for in the correct determination of the true market value of the companies or in many issues involving companies such as consolidations