ISO 20671:2019 pdf download – Brand evaluation — 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? definitions For the purposes of this document, the following terms and definitions apply. ISO and IEC maintain terminological databases for use in standardization at the following addresses: — ISO Online browsing platform: available at https: //www .iso .org/obp — IEC Electropedia: available at http: //www .electropedia .org/ 3.1 brand 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 (3.1.2), thereby generating economic benefit/values 3.1.1 entity individual or group of people structured as a sole-trader, corporation, company, joint venture, not- for profit organization, firm, enterprise, authority, partnership, charity or institution, or part or combination thereof, whether incorporated or not, public or private, that owns and/or has the legal ownership or legally/contractually authorized rights to use and/or promote the brand (3.1) in the category (3.1.3) for some economic or societal benefit 3.1.2 stakeholder(s) person(s) or discernible group(s) of individuals that can affect, be affected by, or perceive itself (themselves) to be affected by a brand strength (3.2) 3.1.3 category segment of the market, economy or society where discernible goods or services associated with the brand (3.1) are offered 3.2 brand strength non-monetary, point-in-time calculation of relevant dimensions (3.4) and indicators (3.6) of a brand (3.1), which illustrates the perceived competitive strength, compared to its competitors amongst stakeholders (3.1.2)
3.3 brand performance evaluation of the brand’s (3.1) impact in the category (3.1.3) as established by a market test (3.3.1) of its brand strength (3.2) 3.3.1 market test research activity conducted in a category (3.1.3) amongst stakeholders (3.1.2) to assess the impact of brand strength (3.2) on brand performance (3.3) 3.4 dimensions consistent group of validated indicator categories (3.1.3) or indicators (3.6) that make up a component of brand strength (3.2) 3.5 elements discernible components of a brand (3.1) comprised of tangible, intangible, quality, service and innovation components 3.6 indicator validated metric that is measurable as part of the market test (3.3.1) and informs the brand strength (3.2), brand performance (3.3) or brand valuation (3.9) exercise 3.6.1 indicator category set of consistent and dependent indicators (3.6) that can be represented as a single dimension (3.4) 3.6.2 measure piece of information or data that is regularly and reliably collectible and can be represented as a numerical metric 3.7 brand evaluation measurement of brand strength (3.2), brand performance (3.3) and financial results using relevant elements (3.5) and dimensions (3.4) 3.8 brand value worth of a brand as an asset for an entity 3.9 brand valuation measurement of monetary brand value at a point-in-time

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