Sustainability concerns are An epochal issue nowadays and when it related to consumers health and ecological point of view or for future generations it becomes a prime issue for the business or corporations to adopt, maintain, sustainability practices as it enhances the Brand value as well as Brand image and brand survival capacity. These values can be critically important or small in consequential things but above all they are the things which give the brand its worth and differentiate from all others. Through these brands value a product or service is enhanced beyond its functional purpose. In this context the brand provides the consumer with more value and this is why they are prepared to pay a premium to acquire it. This paper attempts to conduct study on how far sustainability concerns are epochal for the companies brand value. An effort has been made in the present study to conduct the study on the scenario by conducting t test in order to explain the understanding and importance of the respondents in this relatively new aspect from the point of view of company’s product Brand value is the noteworthy aspect in every company as it by and large responsible in getting attention wherein in current scenario it was observed that brand value is dependent on sustainability measures. This paper assesses and examines Brand value of companies affected by sustainability and sustainability concerns impact the performance and profitability aspect of the companies. This paper concludes that sustainability issues improving the brand performance and image and obviously the value which will be possible by strict and a well utilization of resources and adoption of green practices.