At present the central role has been oriented to the valuation of intangible assets as differentiating promoters of the company in the market and it is used as one of the growth strategies with the greatest projection among managers, in order to generate measurement policies and control of its value and thereby promote continuous improvement of growth. However, companies do not apply the concept of brand value, since it can turn out to be a tedious process to advance and that of course takes time to advance, in effect, when they do not see results, managers abandon this idea and focus on capitalizing tangible assets as developed since the creation of the companies. The objective of this work is to determine the difficulties and inconveniences that can be found for the correct valuation of the brand as an intangible asset of companies, for this, a documentary type research or non-experimental literary review is carried out; This means that the investigation will be carried out based on documented information. The main results are that the brand valuation is constituted by dimensions of brand notoriety, perceived quality, customer loyalty, and the associations that the company can close based on its brand value, with which it tends to idealize that companies in their interest to seek sustainable growth should redirect their horizon to the valuation of intangible assets such as their brand.