Brand is one of the most important elements in marketing and success of a company, an image that introduces the company implying what it is or wants to be in the mind of observers, customers and consumers. In fact, brand is a symbol that distinguishes a company from its competitors meanwhile introducing its offered products and services.This research is based on the hypothesis that "The brand valuation models have the ability to evaluate the brand value of banks under study." In this research, the brand valuation models have been studied and adjusted to banking industry specifics, and finally Intangible Business Model has been selected as the best matched model using TOPSIS method. Practically applying Intangible Business Model, the brand valuation of Mellat, Pasargad and Persian banks have been carried on as the case studies. Evaluated and ranked according to the model results, Mellat, Persian and Pasargad stand respectively. These brands, afterwards, were evaluated using the second matched model called Financial World in order to compare and validate the initial results, The new results were almost confirmative, the small divergences of which can be explainable if differences in model specifications are considered. At the end, the resulted brand values derived from both models were compared to the total asset value of the each bank. The outcomes support this research hypothesis.