Even though they are one of the most important assets of a company, brands are still very difficult to identify in the financial statements of a firm. Academics and practitioners have been studying intensively this concept and there are many discrepancies among them, resulting in an uncertainty when it comes to selecting the best approach for calculating the brand value of a company. The objective of this research paper is to summarize the most common existing methodologies to value brands and analyse the advantages and disadvantages that each approach offers. This paper provides a case study on brand valuation applied to a wellknown sports apparel and footwear company, Under Armour. Many of the methods explained in the literature research will then be used to calculate the brand value of this firm, providing a wide range of approaches and results that will enable the reader to understand the benefits and difficulties of using each of the methods explained. It will be seen that not all methods result in the same valuation for the brand, which will emphasise the importance of making the correct assumptions in our models in order to minimize the subjectivity when calculating the brand value of any firm.