Brand strategies and brand contribution to company value

In a world of competing brands, to build a brand name and to add value to it continuously needs a strategic longterm planning. All companies have to find the best marketing strategy matching the nature of their products since the effects of the brands to the company value can be even calculated nowadays. Companies using the best branding strategies congruent to their products, sectors, markets and marketing strategies are inherently ahead of their competitors.To identify the effects of the brand contribution to the company value, we have to elaborate the brand concept and brand strategies. Since 1980?s, brand is considered as an inherent part of a product. Flourishing information technologies have given the chance to some brands to arise on the world wide web and have a buoyant brand value throughout their markets. Despite the approaches that define the company value as tangible assets, brand value is considered to be in the balance sheet as an intangible asset and brand valuation methods have emerged in the meantime.Mergers and acqusitions after 1980?s has procured more importance to brands and has lead to different brand valuation methodologies. Brand valuation methods arise from an approach of evaluating two fundamentals, company valuation methods and brand components in marketing strategies.Most approaches, combination of financial indicators and effects of marketing strategies, used for brand valuation today have arised from the experience of management consulting companies in USA. In this project, marketing strategies have been classified, company and brand valuation methods have been explicated and as a result, a review of the relation between the brand value and the company value has been explained.Key Words: Brand, Brand Strategies, Company Value, Company Valuation, Brand Valuation.