Brand evaluation refers to the measurement of the value of a brand using relevant indicators that assess the impact of the brand on customers/users. Brand evaluation includes both monetary considerations (i.e. brand value) and non-monetary considerations (i.e. brand strength and brand equity).
Brand evaluation and brand valuation are related concepts and synergistic with each other. Brand valuation is narrower and includes only monetary considerations.
While brand valuation is defined from the brand-owning entity’s point of view, brand evaluation is defined from the perspective of all stakeholders.