ISO 20671-1:2021

FINAL
INTERNATIONAL ISO/FDIS
DRAFT
STANDARD 20671-1
ISO/TC 289
Brand evaluation —
Secretariat: SAC
Voting begins on:
Part 1:
2021-08-23
Principles and fundamentals
Voting terminates on:
2021-10-18
Évaluation des marques —
Partie 1: Principes et fondamentaux
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ISO/FDIS 20671-1:2021(E)
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©
NATIONAL REGULATIONS. ISO 2021

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ISO/FDIS 20671-1:2021(E)

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© ISO 2021
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ISO/FDIS 20671-1:2021(E)

Contents Page
Foreword .iv
Introduction .v
1 Scope . 1
2 Normative references . 1
3 Terms and definitions . 1
4 Principles of conducting a brand evaluation . 2
4.1 General principles . 2
4.2 Transparency . 3
4.3 Consistency . 3
4.4 Objectivity . 3
5 Brand evaluation fundamentals . 3
5.1 General . 3
5.2 Elements . 3
5.2.1 General. 3
5.2.2 Tangible elements . 4
5.2.3 Quality elements . 4
5.2.4 Innovation elements . 4
5.2.5 Service elements . 4
5.2.6 Intangible elements . 4
5.3 Dimensions . 4
5.3.1 Legal dimension . 4
5.3.2 Customer/other stakeholder dimension . 4
5.3.3 Market dimension . 4
5.3.4 Economic and political environment dimension . 5
5.3.5 Financial dimension . 5
6 Brand evaluation considerations . 5
6.1 Personnel . 5
6.2 Practices and processes . 5
6.3 Brand evaluation audit . 5
6.4 Data sourcing . 5
6.5 Brand evaluation results . 6
Annex A (informative) Examples of indicators for elements and dimensions .7
Bibliography .12
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ISO/FDIS 20671-1:2021(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
committee has been established has the right to be represented on that committee. International
organizations, governmental and non-governmental, in liaison with ISO, also take part in the work.
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 documents 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).
Attention is drawn to the possibility that some of the elements of this document may be the subject of
patent rights. ISO shall not be held responsible for identifying any or all such patent rights. Details of
any patent rights identified during the development of the document will be in the Introduction and/or
on the ISO list of patent declarations received (see www .iso .org/ patents).
Any trade name used in this document is information given for the convenience of users and does not
constitute an endorsement.
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.
This first edition of ISO 20671-1 cancels and replaces ISO 20671:2019, of which it constitutes a minor
revision. The changes are as follows:
— The document has been renumbered as ISO 20671-1 as part of the ISO 20671 series.
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/FDIS 20671-1:2021(E)

Introduction
0.1  General
Brands are one of the most valuable yet least understood assets.
A brand identifies an entity’s goods, services or the entity itself as distinct from what is offered by
another entity. A brand can thus be connected to an entity, a product/service, lines/portfolios of
products, a city, a region, etc. The offering entity can be commercial or not-for-profit. In all cases,
however, the function of the brand is to establish a distinctive identity for the entity in the market.
In practice this has traditionally implied communicating the unique benefit(s) of the entity’s goods or
services as compared to other goods or services that might otherwise be seen as similar. This benefit(s)
can be functional as well as emotional or social. Increasingly, brands also seek identification with
experiences that are connected with an entity through its actions, services or other operations. These
experiences go beyond the mere usage of the product or service and lead to a higher-level engagement
with them. Brands ultimately exist in the minds of stakeholders as the impressions, benefits, and
experiences that they associate with a good or service.
Brands have value to both, the entities that have rights to the brand and to stakeholders who value
the functional/emotional/social benefits and experiences they associate with the brand. The primary
purposes of a brand are to increase the total business value of the brand-using entity, reduce risk, and
extend the sustainable existence of the brand-owning entity. Even though brands vary markedly in
terms of the benefits or experiences that define them, it is undisputable that a strong brand can bring
financial benefits. In practice, strong brands attract customers and add revenue through increased
price and/or volume premiums including repeat purchase loyalty. More broadly it is also the case that
brands can reduce costs and create a competitive advantage in the minds of stakeholders. A brand thus
has an impact on revenue and profitability and can influence corporate value.
0.2 Brands as financial assets
From an entity’s viewpoint, a strong brand is a valuable asset. Its value ultimately depends on the value
of the brand to stakeholders. Therefore, there are two different vantage points from which an offering
entity can assess the value of its brands. One is through a financial valuation approach. ISO 10668
provides more details on approaches for doing brand valuations. The second vantage point is through
a non-financial evaluation approach. This document puts forth a rigorous framework for the latter and
a set of principles for conducting a brand evaluation from an input/output point of view. As such, it
is intended to serve as the standard for the development and implementation of other standards for
brand evaluation and valuation. Since it is a meta-standard, it is anticipated that further development
will result in greater precision in defining terms, measures, and processes.
0.3  Brand evaluation and brand valuation
Brand evaluation refers to the measurement of the value of a brand using relevant indicators of input
brand development elements and output dimensions that assess the impact of the brand on consumers.
Brand valuation refers to the estimation of the monetary value of a brand to a company in a transaction
whether it be internal or external (as with an investment, purchase, sale or licensing agreement). It is
the financial equity the company has in the brand as a transferrable asset. Brand evaluation is broader
and includes non-monetary considerations.
Brand evaluation and brand valuation are related and synergetic with each other. Brand valuation is
defined from the entity’s point of view. Brand evaluation derives from the stakeholder’s point-of-view.
This document focuses on brand evaluation but considers this within a general framework that
recognizes the relationship between brand evaluation and brand valuation.
0.4  Brand evaluation framework
The complete brand evaluation and brand valuation framework is illustrated in Figure 1. The
framework has three parts. Each part calls for identifying the value of a brand in a particular way. Each
part builds on the prior part in moving from evaluating the brand from the stakeholder’s to the entity’s
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ISO/FDIS 20671-1:2021(E)

point-of-view. It identifies input elements used to develop brands and output dimensions that assess
brand strength, which leads to brand performance, financial results, and ultimately brand valuation.
Emphasis in this document is on the overall principle of analysing and reporting brand value and
on details of the input and output components of this framework. It should be noted it is possible to
consider each of the three parts of the framework separately.
Figure 1 — Brand evaluation framework
0.5  Brand development
Brand development is based on the contribution of the five elements: tangible resources, quality,
service, innovation (technology or process), and intangible resources. These five elements underlie the
success of any brand, and can be (eventually) considered as causal determinants of the strength of the
brand. Brand-operating entities contribute necessary input or investment in the five elements, which
form the foundation of brand value. Brand value is then delivered and communicated to the market
through tactical brand support and brand activities.
0.6  Brand strength and brand performance
Brand strength is the extent to which a brand is positive or negative in its potential to affect customers
and other stakeholders. This can be measured in many ways. Different dimensions, such as the legal
strength of the brand or its strength as measured by consumer ratings, can be used. For any one
dimension there are multiple possible indicators.
Possible indicators of each dimension for assessing brand strength are detailed in this document. In
assessing the value of a particular brand, it is necessary to select indicators that are appropriate and
relevant to that brand. Different indicators and weights might be used, for example, for fast moving
consumer goods versus luxury services versus industrial goods versus destination cities.
Brand performance evaluates the brand’s impact in the market. For instance, a strong brand might have
a weak impact in a market category if other purchase factors are more important than the brand. A
weaker brand might have a greater impact if other purchase factors are not important. (The level of
competition would be an example of other purchase factors.)
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Evaluating brand performance requires an in-market comparison or simulated market test to estimate
the extent to which a selected measure of brand strength translates into a different level of sales or
acceptance. The second part of the framework, the middle section of Figure 1, calls for determining
brand performance as a measure of the extent to which brand strength is correlated with or affects
brand performance in a market test appropriate to the brand. In other words, brand performance
provides an estimate of the extent to which brand strength affects market level customer/stakeholder
behaviour. This can also include measures of financial results.
0.7  Brand valuation
Brand valuation reflects the process of assessing the monetary value of a brand. Brand strength and
performance can be applied to a financial cash flow metric such as sales velocity or margin levels in
order to attribute a brand’s contribution to cash flow. This provides a final measure of monetary brand
value. Thus, a brand performance assessment naturally feeds into a monetary brand valuation.
0.8  Continuous improvement
Continuous improvement is informed by changes in brand evaluation results between two periods.
Presently brands are too often taken as incidental business expenses necessary for the sake of having
a name, a logo or a trademark. Brands can be proactively managed and measured at least annually
to increase entity value. Therefore, brands shall be managed using this brand evaluation document to
increase entity value as established by improvements in brand strength and brand performance and
ultimately indicators of financial results.
For organizations that seek to increase brand value, brand evaluation thus creates a feedback loop for
the continuous improvement of a brand that leads to greater value for the entity over time. By investing
(changing the composition and level of brand input elements) based on such feedback, brands can be
improved to provide greater benefits and better experiences to customers and other stakeholders and
higher returns on the brand asset to the entities which use and own the brand. This document therefore
constitutes a basis or departure point for high-level corporate planning and governance, including best
practices for brand management.
The principles of this framework also apply to external investors and lenders. By evaluating brand
strength, brand performance, and financial results, targets can be defined not only for the internal
planning process but also for investors and lenders who realize the importance of brands as valuable
assets.
The three-part framework recognizes that any brand evaluation is complex and multidimensional, and
it constitutes information for multiple uses. Moreover, brand evaluations for some purposes may be
restricted to brand strength. Improvements to brand strength can be identified through continuous
measurement of the relationship between brand input elements and the dimensions that make up brand
strength. In this framework, however, brand strength is a first step in evaluating brand performance,
the impact of the brand in the market, where other variables such as competition can affect outcomes.
Brand performance can in turn be used as part of a method for determining a monetary brand valuation.
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FINAL DRAFT INTERNATIONAL STANDARD ISO/FDIS 20671-1:2021(E)
Brand evaluation —
Part 1:
Principles and fundamentals
1 Scope
This document specifies the fundamentals and principles for brand evaluation, including an integrated
framework for brand evaluation containing necessary brand input elements, output dimensions and
sample indicators.
This document can be used in internal and external brand evaluation.
2 Normative references
There are no normative references in this document.
3 Terms and defin
...