The international standard ISO 20671 ''Brand evaluation - Principles and fundamentals'', renumbered ISO 20671-1 in November 2021, provides guidance to organizations, regardless of their activity or size, on the evaluation of brands.
This standard was developed by the
ISO/TC 289
ISO/TC 289 Brand evaluation is Technical Committee n.289 of the International Organization for Standardization (ISO) formed in 2014 to develop standards in the area of Brand evaluation.
History
In January 2014 the Technical management Board of IS ...
committee.
History
The standard was developed by the ISO/TC 289 committee, which started the project in May 2016, finishing it during the ISO/TC 289 Plenary Meeting held in Milan at the UNI headquarter from 11 to 13 June 2018.
The first edition of ISO 20671 was published in March 2019.
in November 2021 the international standard has been renumbered in ISO 20671-1.
AS International, headquartered in Vienna, have certified so far several brand evaluation agencies to ISO 20671 via its mandated ISO auditing entity.
Main requirements of the standard
The ISO 20671-1:2021 standard adopts the structure with the following breakdown:
* 1 Purpose
* 2 Normative references
* 3 Terms and definitions
* 4 Principles of conducting a brand evaluation
** 4.1 General principles
** 4.2 Transparency
** 4.3 Consistency
** 4.4 Objectivity
* 5 Fundamentals of brand evaluation
** 5.1 General
** 5.2 Elements
*** 5.2.1 General
*** 5.2.2 Tangible elements
*** 5.2.3 Quality elements
*** 5.2.4 Elements of innovation
*** 5.2.5 Service elements
*** 5.2.6 Intangible assets
** 5.3 Dimensions
*** 5.3.1 Legal size
*** 5.3.2 Customer / other stakeholder size
*** 5.3.3 Market size
*** 5.3.4 Size of the economic and political environment
*** 5.3.5 Financial dimension
* 6 Considerations on brand evaluation
** 6.1 Staff
** 6.2 Practices and processes
** 6.3 Brand evaluation audit
** 6.4 Data sourcing
** 6.5 Results of brand evaluation
* Annex A (informative) Examples of indicators for elements and dimensions
* Bibliography
History
See also
*
ISO 10668
ISO is the most common abbreviation for the International Organization for Standardization.
ISO or Iso may also refer to: Business and finance
* Iso (supermarket), a chain of Danish supermarkets incorporated into the SuperBest chain in 2007
* Iso ...
*
ISO/TC 289
ISO/TC 289 Brand evaluation is Technical Committee n.289 of the International Organization for Standardization (ISO) formed in 2014 to develop standards in the area of Brand evaluation.
History
In January 2014 the Technical management Board of IS ...
*
List of ISO standards
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* List College, an undergraduate division of the Jewish Theological Seminary of America
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International Organization for Standardization
The International Organization for Standardization (ISO ) is an international standard development organization composed of representatives from the national standards organizations of member countries. Membership requirements are given in A ...
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Branding
Branding may refer to:
Physical markings
* Making a mark, typically by charring:
** Wood branding, permanently marking, by way of heat, typically of wood (also applied to plastic, cork, leather, etc.)
** Livestock branding, the marking of animals ...
*
Brand management
In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is pe ...
Notes
External links
* https://www.iso.org/standard/81739.html, ISO 20671-1] — Brand evaluation - Principles and fundamentals
ISO TC 289— Brand Evaluation
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Lists of standards, International Organization for Standardization
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