ISO 20671-3:2023

INTERNATIONAL ISO
STANDARD 20671-3
First edition
2023-04
Brand evaluation —
Part 3:
Requirements and recommendations
for brands related to geographical
indications
Évaluation des marques —
Partie 3: Exigences et recommandations pour les marques liées aux
indications géographiques
Reference number
ISO 20671-3:2023(E)
© ISO 2023

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ISO 20671-3:2023(E)
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© ISO 2023
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ISO 20671-3:2023(E)
Contents Page
Foreword .iv
Introduction .v
1 Scope . 1
2 Normative references . 1
3 Terms and definitions . 1
4 Principles of conducting a BGI evaluation . 2
4.1 General . 2
4.2 Transparency . 2
4.3 Consistency . 2
4.4 Objectivity . 2
5 BGI evaluation fundamentals .3
5.1 General . 3
5.2 BGI elements . 3
5.2.1 Tangible elements . 3
5.2.2 Quality elements . 3
5.2.3 Innovation elements . 3
5.2.4 Service elements . 3
5.2.5 Intangible elements . 3
5.3 BGI dimensions . . 3
5.3.1 Legal dimension . 3
5.3.2 Customer/stakeholder dimension . 4
5.3.3 Market dimension. 4
5.3.4 Economic and political environment dimension . 4
5.3.5 Financial dimension . 4
6 BGI evaluation considerations .4
6.1 Personnel . 4
6.2 Practices and processes . 4
6.2.1 Identification of the evaluation purpose. 4
6.2.2 Analysis of the elements and dimensions and selection of the relevant
indicators . 4
6.2.3 Application of the methodology . 5
6.2.4 Data sourcing . 5
6.2.5 BGI evaluation results . 5
6.2.6 Annual process and continuous improvement . 5
6.2.7 Financial valuation . 5
Annex A (informative) Examples of indicators for elements and dimensions of BGIs .6
Annex B (informative) Example checklist of self-assessment of BGIs . 9
Annex C (informative) Examples of potential BGIs .10
Annex D (informative) Examples of objectives to consider in the determination of
evaluation procedures .11
Bibliography .12
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ISO 20671-3:2023(E)
Foreword
ISO (the International Organization for Standardization) is a worldwide federation of national standards
bodies (ISO member bodies). The work of preparing International Standards is normally carried out
through ISO technical committees. Each member body interested in a subject for which a technical
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ISO collaborates closely with the International Electrotechnical Commission (IEC) on all matters of
electrotechnical standardization.
The procedures used to develop this document and those intended for its further maintenance are
described in the ISO/IEC Directives, Part 1. In particular, the different approval criteria needed for the
different types of ISO document should be noted. This document was drafted in accordance with the
editorial rules of the ISO/IEC Directives, Part 2 (see www.iso.org/directives).
ISO draws attention to the possibility that the implementation of this document may involve the use
of (a) patent(s). ISO takes no position concerning the evidence, validity or applicability of any claimed
patent rights in respect thereof. As of the date of publication of this document, ISO had not received
notice of (a) patent(s) which may be required to implement this document. However, implementers are
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database available at www.iso.org/patents. ISO shall not be held responsible for identifying any or all
such patent rights.
Any trade name used in this document is information given for the convenience of users and does not
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For an explanation of the voluntary nature of standards, the meaning of ISO specific terms and
expressions related to conformity assessment, as well as information about ISO's adherence to
the World Trade Organization (WTO) principles in the Technical Barriers to Trade (TBT), see
www.iso.org/iso/foreword.html.
This document was prepared by Technical Committee ISO/TC 289, Brand evaluation.
A list of all parts in the ISO 20671 series can be found on the ISO website.
Any feedback or questions on this document should be directed to the user’s national standards body. A
complete listing of these bodies can be found at www.iso.org/members.html.
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ISO 20671-3:2023(E)
Introduction
0.1 General
Geographical indications (GIs) identify a good or service as originating in the territory of a country, or a
region or locality in that territory, where a given quality, reputation, or other characteristic of the good
or service are essentially attributable to its geographical origin. GIs can also highlight specific qualities
of a product or service that are due to human factors that can be found in the place of origin of the
product or service itself, for example traditions and particular productive or professional skills.
In the current context of international markets, the range of products and services offered to users
is almost unlimited. Brands related to GIs (BGIs) are valuable assets as they help the users of these
products and services identify the characteristics, traceability and other information related to its
origin. Examples of potential BGIs can be found in Annex C.
0.2 Brands related to geographical indications (BGIs)
A brand can be defined as the intangible asset, including but not limited to, names, terms, signs, symbols,
logos and designs, or a combination of these, intended to identify goods, services or entities, or a
combination of these, creating distinctive images and associations in the minds of stakeholders, thereby
generating economic benefit/values (see ISO 20671-1:2021, 3.1). GIs can thus be inherently viewed as
brands. The sign tagging a specific GI and the trademark used by a collective or a certification GI are all
intended to trigger a positive association that contributes to the value of a brand. Although traditionally
GIs have been regarded as important as a way of protecting the rights of holders against unfair or
deceptive competition, recognizing that GIs are inherently brands adds another dimension to GIs. BGIs
are important because they can add value in at least three interrelated ways (see ISO 20671-1:2021,
3.2).
— Locality: In an economic environment in which the prevalence of brands marketed globally is
increasing, BGIs are distinctive. They have unique characteristics that distinguish themselves from
so many global brands.
— Authenticity: Consumers are increasingly skeptical of advertising and exaggerated marketing
claims. BGIs can offer goods that are more trustworthy in that they have the authenticity of place.
— Sustainability: BGIs carry a sense of social purpose. The consumer is not only buying a product but
supporting something worthwhile in terms of the values the product embodies. BGIs also often
can support the economic development of a specific group of people. Moreover, BGIs can sustain
traditional knowledge and cultural expressions that can otherwise be lost.
Investments are necessary for BGIs to achieve their potential value. BGIs require the financial support
of branding activities, as does any other kind of brand. In order to make such investments in a fiscally
responsible way, it is necessary for any organization to evaluate BGIs in order to determine if such
investments are creating proportionate increases in brand value.
0.3 BGI system
In whatever form they take, GIs are a signal to consumers that they can associate the origin of a
product with place-related brand value. But evaluating BGIs requires an understanding of how BGIs
are different from conventional single-product or product-line brands. BGIs are different in that they
consist of a collection of brands that should be approached as a brand system. Organizations typically
manage collections of brands as either a set of unrelated brands linked by a common corporate identity
(the “house of brands” approach) or as brands that, despite some differences (e.g. flavours), all have
a common master brand association (the “branded house” approach). However, specific collective
trademark or certification trademark BGIs usually vary far too much to be treated as a branded house.
They can cover many different brands that are otherwise themselves branded quite differently.
A brand system must consider this kind of variation across supported brands. Figure 1 illustrates the
idea of a brand system with GI products/services. At a high level all brands in the system make use of
a BGI. But the BGI is incorporated into the lower-level user brands that are associated with different
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ISO 20671-3:2023(E)
brand meanings. The key is that there is synergy such that the BGI contributes to the value of the lower-
level brands and the lower-level brands in turn affect the value of the BGI. An evaluation of the BGI must
consider both levels.
NOTE BGI: Owned, Co-opt, Public/Government
Figure 1 — BGI brand system
BGIs are not sold or licensed in a way that makes a monetary valuation based on market value
meaningful. Instead, they are evaluated as a financial asset controlled by the holder. The value of this
asset is determined by the system, the value of the higher-level master BGI and the aggregate lower-
level value of all the brands using a specific mark and/or collective or certification trademark.
Consistent with ISO 20671-1, the evaluation of a BGI should consider both brand strength and brand
performance. Brand strength evaluates how positive or negative the brand is in its potential to affect
customers. There are five dimensions of brand strength, with multiple possible alternative indicators
of each: consumer/other stakeholder, market, financial, economic and political environment and legal.
Brand performance evaluates the brand’s impact in the market. Brand strength is potentially correlated
with brand performance, but it is possible that a strong brand can have a weak impact in the market
because of other factors that outweigh the brand. Likewise, a weak brand can have a strong impact.
0.4 Boundary and scope of BGIs
GIs generally refer to brands that have been registered either by the national or regional authority,
which implies protection of certain means from these authorities.
The largest population of GIs is foodstuffs and agricultural products that fall into the protected
categories of most countries and regions. Other GIs cover, e.g. textile to porcelain goods, and from
handicrafts to watches, and the services sector, depending on the legal interpretations of the competent
authorities.
A BGI refers to a brand named after a specific geographical region where it is either wholly originated or
finally processed, including a brand that is not yet registered as a GI or does not fall into the GI category
laid down by the governing authority. There is no definite limit as to the product’s nature, although in
most cases it is not an industrial product whose brand value lies in its trademark rather than the name
of the product’s geographical origin.
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ISO 20671-3:2023(E)
0.5 Stakeholders and target audience
Typical stakeholders can include, but are not limited to, farmers, consumers/end users, food service
operators, associations, regulators, consortiums, consultants, brand agencies, service providers/
distributors, suppliers, brands using entity, shareholders, employees, investors, licensees, and future
generations.
Regional and national governments define protocols for and are regulators of GI categorization.
The scope of GIs includes several target audiences and stakeholders, specifically, those who are most
impacted by GIs with a focus on consumers who are sensitive to the origin of the products which they
use. For this reason, the expanded list of target audiences and stakeholders includes, e.g. farmers,
related associations, regulators, service providers.
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INTERNATIONAL STANDARD ISO 20671-3:2023(E)
Brand evaluation —
Part 3:
Requirements and recommendations for brands related to
geographical indications
1 Scope
This document specifies the methodology, fundamentals and principles, including elements and
dimensions, to evaluate brands related to geographical indications (BGIs) with methodology based on
ISO 20671-1.
It is applicable for both originators of BGIs to make investment decisions and users and potential users
of a BGI to decide whether to adopt the BGIs.
This document is intended to be used in conjunction with ISO 20671-1 and ISO 10668.
This document can be used in internal and external evaluation of BGIs.
2 Normative references
The following documents are referred to in the text in such a way that some or all of their content
constitutes requirements of this document. For dated references, only the edition cited applies. For
undated references, the latest edition of the referenced document (including any amendments) applies.
ISO 10668, Brand valuation — Requirements for monetary brand valuation
ISO 20671-1, Brand evaluation — Part 1: Principles and fundamentals
3 Terms and definitions
For the purposes of this document, the terms and definitions given in ISO 1
...