The international standard ISO 20671 Brand evaluation - Principles and fundamentals, renumbered ISO 20671-1 in November 2021,[1] provides guidance to organizations, regardless of their activity or size, on the evaluation of brands.[2]
This standard was developed by the ISO/TC 289 committee.[3]
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.[4][5]
The first edition of ISO 20671 was published in March 2019.[6] 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
- 5.2 Elements
- 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
- 5.3 Dimensions
- 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
| Year | Description | |
|---|---|---|
| 2019 | ISO 20671 (1st Edition) | |
| 2021 | ISO 20671-1 (1st Edition renumbered) |
See also
- ISO 10668
- ISO/TC 289
- List of ISO standards
- International Organization for Standardization
- Branding
- Brand management
Notes
- ^ "Iso 20671-1:2021".
- ^ "ISO 20671:2019 - Brand evaluation -- Principles and fundamentals". iso.org. Retrieved 2019-07-04.
- ^ "ISO/TC 289 - Brand evaluation". iso.org. Retrieved 2019-07-04.
- ^ "Brand evaluation (part 1)". YouTube. Retrieved 2019-07-04.
- ^ "Brand evaluation (Part 3)". YouTube.
- ^ "It's all in the name: the world's first International Standard for brand evaluation just published". iso.org. 5 June 2019. Retrieved 2019-07-04.
External links
- https://www.iso.org/standard/81739.html%7C ISO 20671-1] — Brand evaluation - Principles and fundamentals
- ISO TC 289 — Brand Evaluation
This page was last edited on 15 June 2023, at 04:21