From the beginning of the 80s onwards, the free market economy began to develop rapidly in our country, and in the early 90s, the free movement of capital became effective, and with the addition of technological advances to the developments in this period, the country's economy began to grow rapidly.

In this transformation, the institutionalization of companies, their investment in their brands, and their acceleration of patent/R&D studies led to the creation of value-added products and the growth of their turnover.

Every growth process has its challenges. Production costs, high short-term borrowing costs, and exchange rate pressures, which are a constant influence in every period, have not kept profit growth at the same level. The main reason why profits haven't grown while revenues have increased is the inadequacy of net working capital. In this case, companies should either increase their capital or take on debt.

In our country, banks are the first thing that comes to mind when it comes to borrowing. Banks provide financing to loan applicants from the deposits they collect, and this has its own set of rules.

In an interview with Anadolu Agency in 2018, Deloitte Turkey Audit Services Leader Ali Çiçekli stated that 9 of the 15 most established companies in the world are Japanese and that there are companies in the country that are up to 1,250 years old, and that the lifespan of companies in Türkiye is 25 years.

Unfortunately, banks don't provide project loans to companies with an average lifespan of 25 years. However, in European Union countries, banks offer long-term financing, including a grace period, once you prepare and submit your project for financing.

In Türkiye, employers must go to banks to get a loan. "title deed"They have to show, even if you make the biggest project and present it to the banks, "Which title deed do you have, which title deed will you provide as collateral?" You will definitely hear the question.

However, companies have very strong assets and have a greater value than the company's title deeds or balance sheets. brands var. Türk Ticaret Kanunu; markaların teminat olarak verilebilir maddesine rağmen, bankalar bu yöntemi kullanmamaktadır. Bir gayrimenkul temininde eksper değerinin minimin %75 kadar kredi kullandırırken, markaların bu şekilde değerlendirilmemesi ekonomiye zarar vermektedir.

If we also take brand awareness into consideration, consumers do not forget many brands, but almost no one knows or remembers the companies that own those brands. When we look at the reality of the matter, brands are bigger than companies.

In case of insufficient collateral, companies must present their brands as collateral and the Banking Association must guide banks in using credit.

It is time for the banks to see the company's invisible but real brand.