This chapter describes the context in which these valuation standards for intangible assets have emerged and the issues they raise. Its List and analyses standards on brand valuation published by these organizations. It focuses on international standards and then national standards. The chapter criticizes certain positions taken and discusses the relationships between these organizations. The disparity in valuation methods used and the growing importance of intangible assets, and brands in particular, have led certain organizations to publish standards specifically covering financial valuation. The American and European market regulators called upon external financial auditors to be increasingly vigilant when auditing documentation supporting fair-value measurements and, in particular, impairment tests. Accounting standards are not the only regulatory standards dealing with the valuation of intangible assets. International bodies such as the International Valuation Standards Council (IVSC) and the International Association of Consultants, Valuators, and Analysts (IACVA) have also published guidance on brand valuation.