Abstract: A brand value evaluation model is proposed which shows the value of a corporate brand as a monetary value, thus providing a scheme capable of appropriately evaluating investment in branding activities. The brand value evaluation model evaluates the economic effect produced by the strength/depth/breadth of the brand image in the minds of stakeholders such as customers, employees and stockholders along three axes of premium, recognition and loyalty, and expresses the brand's power to generate future cash flow with one comprehensive evaluation score (i.e., a corporate brand score).