To provide a brand value evaluation support device capable of increasing the efficiency of supporting in evaluating brand values while taking many variables into account.

In the device for supporting in evaluating companies' brand values, a database part 11 retains plural kinds of pieces of information for each company as the basis for evaluating each company's brand value and as evaluation basic information. Of the plurality of kinds of pieces of evaluation basic information, a control part 12 selects pieces of significant evaluation basic information and determines a stochastic equation for the brand value based on the selected pieces of evaluation basic information and on statistical operations. Using the stochastic equation determined, the brand value of the company to be evaluated is evaluated and the evaluation result is output.