This study investigates the relationship between brand value and firm value, introducing a new metric termed brand value relevance (brand value divided by market value). The objective was to determine whether companies with high brand relevance outperform those with low brand relevance. We analyzed data from the Brand Finance US 500 brand ranking and NYSE and NASDAQ stocks (2013- 2023), using the Fama & French 5-factor model. Contrary to expectations, we found no significant difference in performance between the high and low relevance portfolios, and both underperformed the market. However, consistent with prior research, the overall portfolio of companies with strong brands outperformed the market and showed lower volatility. We incorporated an analysis by TRBC segment classification, revealing how brand relevance varies across sectors. This approach revealed that companies with high brand relevance exhibited greater volatility than those with low brand relevance. The brand value relevance factor expands the scope of potential studies, leading to a more profound comprehension of the relationship between brand value and firm value.