Companies’ Brand Valuation and Small Businesses Brand Formation

Abstract

Corporate brand design has evolved significantly, with growing empha-sis on corporate image management and brand identity. In today’s economic cli-mate, small businesses struggle to compete due to financial constraints. While branding is often associated with large corporations, it is crucial for small busi-nesses to develop a brand from the outset to ensure sustainability and market presence. This study reviews over 30 brand valuation methods, categorizing them into cost-based, market-based, income-based, and hybrid approaches. A key issue identified is the absence of a universal dynamic brand valuation model. To address this, the paper proposes a rating-based system that evaluates brand components such as trademark recognition, consumer loyalty, price positioning, and compet-itive advantage. Findings indicate that small businesses should not mimic large corporations but instead leverage their strengths, such as trust, personalization, and niche appeal. The study underscores branding as a vital intangible asset that enhances company valuation, financial stability, and strategic growth. The pro-posed framework provides a practical approach for small enterprises to assess and strengthen their brand value.