Nine brand valuation companies, one fictitious brand, identical data as a basis - the result: nine independently conducted brand valuations lead to brand values ranging from 173 million euros to 958 million euros, a difference of 553 percent. This phenomenon reveals the complexity and lack of credibility of the processes and leaves room for confusion. Brands represent one of the most important assets of companies. In 2005, the share of brand value in the total enterprise value of leading companies was 67 percent. As a common study shows, 70 percent of companies consider brand valuation to be significant, 20 percent are familiar with the most common methods, and only two percent use them on average. This highlights the importance of the topic of brand valuation. Our society and economy face challenges at the beginning of the 21st century.