ISO specifies a framework for brand valuation, including objectives, bases of valuation, approaches to valuation, methods of. STANDARD. ISO. First edition. Brand valuation — Requirements for monetary brand valuation. Evaluation d’une marque — Exigences pour. ISO specifies a framework for brand valuation including objectives, bases of valuation, approaches to valuation, methods of valuation and sourcing of.

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Neither case company chose to systematically implement the standard as a tool. However, reliable values need to be placed on brands. The brand valuer must understand and form an opinion on likely stakeholder behaviour in each of the geographical, product and customer segments in which the subject brand operates.

Jso standard left too much room for interpretation and manipulation.

Brand Finance

This non-binding standard has been analyzed in order to give an in depth description of the standard, its motivations and attributes. There are no files associated with this item. The purpose of the brand valuation, the premise or basis of value and the characteristics of the subject brand dictate which primary approach should be used to calculate its value.

Under ISO the brand valuer must declare the purpose of the valuation as this affects the premise or basis of value, the valuation assumptions used and the ultimate valuation opinion, all of which need to be transparent to a user of the final brand valuation report. Requirements for monetary brand valuation” – Implementation, management control and relevance in Finnish context.

ISO – Wikipedia

Furthermore, more could be done to promote the standard and increase the discovered low public awareness. Brand valuation ISO standards. Based on the findings it can be said that the ISO is not relevant in brand valuation or management control in Finland.

As such ISO applies to all proprietary and non-proprietary brand valuation approaches and methodologies that have been developed over the years, so long as they follow the fundamental principles specified in the meta standard.


The ISO was published in Laskentatoimen laitos Department of Accounting. After 5 years there is no clear indication of proliferation of adoption. As it is, the ISO standard does not adequately and precisely describe the process of brand valuation.

In both these cases, brand valuation analysis can help to evaluate the most effective value adding strategy. Some features of this site may not work without it. Each member body interested in a subject for which a technical committee has been established, has the right to be represented on valuwtion committee.

ISO 10668 – Definition

Brand valuation can help companies rationalise and rebuild their brand portfolios and trim their brand architecture to best address current market conditions.

Implementing it requires expertise and it still does not alleviate the obscure nature of brand valuation. From Wikipedia, the free encyclopedia. The study treats the ISO as a management control tool. Furthermore, valuation providers were interviewed to gain practical information on the ISO standard. ISO specifies a framework for brand valuation including objectives, bases of valuation, approaches to valuation, methods of valuation and sourcing of quality data and assumptions.

ISO was published for the first time in September It also specifies methods of reporting the results of such valuation. ISObrandbrand valuationmanagement controlbrand strenghtmetastandardaccounting change model. ISO was developed to provide a consistent framework for the valuation of local, national and international brands both large and small.

Brand Portfolio reviews consider whether the right number of brands and sub-brands are in the portfolio. This requirement applies to valuations of existing brands, new brands and brand extensions.

The study is believed to create valutaion information for various stakeholders as a similar study has not been conducted before. By using this site, you agree to the Terms of Use and Privacy Policy.

The first requirement is to define what is meant by ‘brand’ and which intangible assets should be included in the brand valuation opinion. The jso of this research is to perform an explorative study on the international brand valuation standard ISO and study its relevance in the Finnish context. ISObrandbrand valuationmanagement controlbrand strenghtmetastandardaccounting change model Controlled valation The International Standard ISO provides a consistent, reliable approach to brand valuation including financial, behavioural and legal aspects.


The case companies proved that the barriers to implement were stronger than the advancing forces. Permanent link to this item: As the other objective, its relevance and suitability in Finland was studied as well. JavaScript is isl for your browser.

This would increase the standard’s appeal. Common commercial applications of brand valuation are brand portfolio and brand architecture reviews.

The second requirement when valuing brands under ISO is a thorough behavioural analysis. Retrieved from ” https: People involved with the ISO drafting were contacted in order to understand the theory and motives behind the standard.

Brand Architecture reviews considers whether individual brands are too fragmented and extended.

If you would like to discuss the ISO in more detail with an expert in brand valuation please contact Brand Finance on Tel: The work of preparing International Standards is normally carried out through ISO technical committees. The study is conducted as an explorative research.

The case company interviewees were the entity Brand Managers. The standard was found to be a balanced description of bgand needed to conduct a coherent brand valuation.

The International Standard ISO specifies requirements for procedures and methods of monetary brand value measurement. Arguably the most valuable but least understood intangible assets are brands. It is a summary of existing best practice and intentionally avoids detailed methodological work steps and requirements. We can ensure that the value of a brand can be measured and exploited to its full potential.

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