Abstract

Brand is the name, associated with one or more items in the product line, which is used to identify the source of character of the item(s). It is important that organizations work hard to create strong brands and nurture them carefully. There are multiple competitive advantages associated with strong brands. So, brands should be valued like any other assets of the company. There are several methods for valuing brands currently in force that range from the simplistic to the sublime. Top-down Approaches, Bottom-up Approaches, Combination Approaches, Economic Value Approach, Formulary Approaches, and Economic Value Added Approaches are some popular methods of brand valuation. The brand values of 28 private commercial banks of Bangladesh and their ranks according to their brand values are discussed in this paper. All the data of this report are secondary data and they have been collected from the Annual Reports of the sample banks.