This document reviews different approaches to valuing corporate brands. It presents a case study valuing the brand of The South African Gold Coin Exchange using multiple models. Interviews were conducted with 12 senior managers. The brand value calculated varied significantly depending on the model used. The research shows that different valuation models are more appropriate depending on management's objectives. Managers are often unsure which model to use for brand valuation due to the various alternatives. Guidance is provided for selecting an appropriate model.