For many companies their most valuable assets are their brands, but until recently no reliable, objective methodology has existed for the analysis, evaluation and measurement of a brand and its performance. The last few years, however, have seen a burgeoning interest in brands and branding, as evidenced by the vast premiums which are being paid for brand portfolios and the current high level of interest in brand evaluation for strategic planning purposes. The phenomenon of brand evaluation is examined and the many different uses to which brand evaluation is now being put are reviewed.