Abstract: The present study is concerned with the issues of contemporary branding. It shows the position and role of brands as intangible assets in the business system. It is a study on the virtues and shortcomings of the modern methods for the brand cost valuation implemented by Russian and foreign companies to solve different tasks. The areas requiring brand cost valuation are defined. The role of the cost-based approach as a criterion for the success of company’s activities in brand management has been determined.