Brands are becoming a source of differentiation in the period of increasing saturation and competitiveness in the market, for the company they are a source of competitive advantage and survival on the market. Today, because of the rapid development of communications, an increasingly growing competition and development in marketing there have been new challenges in managing brands and the need for measuring the value of the brand has become very important and therefore different methods of financial value and brand equity calculations were developed and will be mentioned in this graduation thesis. The value of the brand is added value that the product or service reaches due to the fact that it is owned by the brand. On the Croatian market the concept of measuring the value of the brand has not yet been widely applied in practice and it is often used only in cases of acquisitions and mergers. The real reason of measuring the value of the brand is to provide an answer to the question whether consumers will continue to buy a specific brand. One of the fundamental problems faced by marketing and financial experts is to identify, measure and manage data about the value of the brand. Because of the many ways of measuring and evaluating the brand, as from the market point of view, as well as the financial point of view, there is no uniform way of assessing the value of the brand. For this reason it is necessary to understand the relationship of consumers and brands and to quantify trends and compare the brands of the same, similar or different categories.