Determination of brand value and application in ISE

Brand valuation concept is an increasingly important in the recent survey. During the past 15 years, brand equity and brand valuation has been a priority topic for both practitioners and academics. Therefore concept of these are discussed.This distinction is important because, the ultimate goal of brand management and brand equity research should be to understand how to leverage equity to create value. First definition is brand value. In this word buyer or seller uses the financial value the stock market places on the firm then calculates or estimates the portion of that value accounted for by brand value. Second definition is brand equity. In this word, buyer and seller must agree on the price and thus, agree on the brand equity.Measuring and understanding the value of brand, such as ?financial method?, ?behavioral method ? and ?mix method? was used. Especially financial method are used in among the practitioners and academics. Hirose method is part of this valuation method which is financial. The method was reported in 2002 in The Ministry of Economy, Trade and Industry The Government of Japan.We analysed brand valuation of Food sector in ISE with this method. According to achived result of the regression model?s definition force ise 98% in 1% significant level with adjusted expansion driver. Obtained regression model will compute praticly brand value in Food sector in ISE.