A business can lose its tangible resources, yet it can still be in business; yet the instant it loses its name and its position in the market, its business viability comes under question. Currently, brands are worth more than a mere name. Brands are connected with the idea of trust and reliable reputation as well as the viability in the current economic situation. Unfortunately, branding is not recognized as such by the legal system in the case of insolvency. The Insolvency and Bankruptcy Code Of 2016 is aimed at maximizing the value of the company and helping businesses that can and need to function. The IBC contains provisions concerning the intangible resources, and it does not really provide the actual definition of the effectiveness and power of branding to protect it from losing its position.In this study, the importance of brand value in Indian insolvency law is explored through the doctrinal, empirical and comparative approach. The research examines the provisions of the Indian Bankruptcy Code to see how it incorporates brand value and its effectiveness in insolvency proceedings The conclusion drawn shows that the IBC can only achieve its goal of maximization of true value if the traditional asset-based valuation methods are replaced by valuation techniques that take into account the significance of brand equity as a key element in the modern value of a business.