Brand valuation refers to the estimation of the monetary value of a brand in a transaction whether it is internal or a purchase, sale or licensing agreement. It is the financial equity the company has in the brand as a transferrable asset.
The most popular brand valuation methods are the cost approach, market approach and income approach. 
Brand valuation and brand evaluation are related concepts and synergistic with each other. Brand evaluation is broader and includes non-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.
- Common Language in Marketing Project, 2019.
- International Organization for Standardization, ISO 20671:2018.