The Impact of Performance Criteria on Brand ValueIn the automotive industry

Brand value is an important concept in doing business as well as scientific research; Because companies gain competitive advantage with the power of their brand. The purpose of this study is to investigate the effect of financial performance criteria on brand value in the automotive industry of Tehran Stock Exchange. For this purpose, the variables of stock return, sales return, asset return, equity return and operating cash ratio were used as performance criteria and Kyotubin criterion was used as a variable expressing the brand value of the company. The results of this study, which was obtained from the financial data of 32 companies in the automotive industry during the years 1391 to 1398 and the multivariate regression method showed that the factors affecting brand value in the short term (this year) and next year are different and only stock return as a performance measure can Affect the brand value of this year and next year. These results indicate that in order to explain the brand value in the short and long term, not all company performance metrics have information content and stock returns have shown their role in explaining the company's brand value.Keywords: Brand Value, Performance Criteria, Automotive Industry