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
    • 5.3 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
  • 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
2019ISO 20671 (1st Edition)
2021ISO 20671-1 (1st Edition renumbered)


See also

Notes

  1. ↑ "Iso 20671-1:2021".
  2. ↑ "ISO 20671:2019 - Brand evaluation -- Principles and fundamentals". iso.org. Retrieved 2019-07-04.
  3. ↑ "ISO/TC 289 - Brand evaluation". iso.org. Retrieved 2019-07-04.
  4. ↑ "Brand evaluation (part 1)". YouTube. Retrieved 2019-07-04.
  5. ↑ "Brand evaluation (Part 3)". YouTube.
  6. ↑ "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.
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