Important factors for brand valuation.

The present article examines important factors in brand valuation, with a focus on agricultural products in Iran. This article emphasizes the importance of differentiation and branding as tools for gaining a competitive advantage and discusses the role of brand names in guaranteeing quality and encouraging customers to buy products. Brand value is known as one of the key factors in business success, and various models have been introduced to measure this value from the consumer's point of view. The descriptive-survey and comparative research methods were done based on the approaches of operating profit, market, capital expenditures, branding expenditures, and KPMG frameworks, using customer-oriented and organization-oriented approaches as well as behavioral science. The goal of this approach was to understand the financial value and strength of the brand over time and in comparison to competitors in order to guide branding strategies. The necessity of research, the mutual influence of the brand, and the main drivers of the company's value have been investigated, and the advantages of having a strong brand, such as less price sensitivity, increased customer loyalty, and pricing power, have been discussed. Also, the positive relationship between brand value, profitability, and stock performance of companies has been shown through various studies. Emphasizing that brands have become an integral part of everyday life and the economy, the article describes the key methods of valuation. At the end, we came to the comparison of two companies with the said methods.