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

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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

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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