The success of an organization is based on a series of clear objectives which are set by the organization. For most service-providing institutions profit is a major goal, which can be a combination of short-term monetary benefits (a growth in resources or cash flow) and an increase in brand special value. Factors such as perceived quality, brand loyalty, brand awareness, and brand associates are aspects forming brand special value.This paper looks into factors affecting brand special value of insurance companies. We carry out a survey questionnaires consisting of 26 questions on 200 buyers of auto-body insurance policy of four private insurance companies including Asia, Alborz, Mellat and Parsian, which hold the biggest shares in auto-body insurance market. Our results indicate that the perceived quality, brand loyalty and brand associates directly influence the brand special value of the insurance firms. However, brand awareness does not have a direct impact on brand special value.