A Model for Brand Valuation and Pricing by Real Option

One of the most important intangible assets of companies is their brand. In many cases, brand increases or enhances a company's tangible and intangible asset's value. The purpose of this study is to design a mechanism for measuring brand value using a hybrid approach based on the current and future status of brand value drivers.For this purpose, first brand value drivers which are the main parameters for the creation and management of brand were identified and then a process was defined for measuring the effect of each brand driver on brand value.Finally, the proposed model was used for the valuation of one of the Iranian brands and the results were compared with the results based on famous models in the world