Value of brand has two sector, brand awareness and brand content. Content of brand will be affected via customer experience in relation to organization. Banking factors such as operations and service activities, staff, environment, characteristics, values, perceived fee, the personal perspective to the brand image, agitation of feelings stimulated by brand and brand special features all are applicable in order to define content of brand. Also the brand awareness is information that organization present through advertising, service facilities, appearance of service providers and the name and logo of an organization. This study has tried to explain that the brand value for services that credit characteristics and experience are strong factors such as banking, has a great importance, in addition giving solutions for operationalize and measuring the value of a brand in the form of four financial business approach behavioral and psychological, combined behavioral! Financial and input/output be investigated. In this article and to introduce a number of approaches that mentioned above, some models as example have been exposured. So that in the models based in financial- business approach, BBDO's Brand Equitation System (BEES) ranking is a multistage model to evaluate the brand value and measure the differences between different industries. Regarding the psychological-behavioral approach, one of the most famous theories, as Aaker's theory has been introduced. In fact, he knows brand value as a set of assets and liabilities that are related to brand. More in paper, Inter-brand, a brand value approach as combined model (financial! behavioral) that weight and define operational criteria, seven factors that determine the brand value, has been studied. In addition, the Bekmeier-Feuer Hahn's market-oriented brand valuation which integrated the customer focus-oriented and company oriented view, has been introduced. At the end, the input/out put and portfolio models which provided by Preibner has studied.