Approaches to the assessment of brand value

The article presents a review of some methods (their strengths and weaknesses) in the context of approaches to the financial appraisal of brand value. The authors carry out an analysis of the brand valuation techniques used in the practice of Interbrand, Brand Finance, V-RATIO. On the basis of summarization of the approaches, the paper highlights the factors to be taken into account during financial assessment of the brand value according to one or more of the methods considered.