ISO/TC 289 Brand evaluation is Technical Committee n.289 of the International Organization for Standardization (ISO) formed in 2014 to develop standards in the area of Brand evaluation.^[1]

History

In January 2014 the Technical management Board of ISO (TMB) took the decision to create a new ISO Technical committee called ISO/TC 289. The first plenary meeting was held on 2014 September 25–26 in Beijing, hosted by Standardization Administration of China (SAC) and China Council for Brand Development (CCBD).^[2] The first meeting of ISO/TC 289/WG1 was held by China Council for Brand Development in Shenzhen (China), from November 11 to 12, 2015.^{[3][4][5] [6]}

The first meeting of ISO/TC 289/WG2 was held by UNI (Italian Standardization Body) in Rome (Italy), from January 21 to 23, 2019.

Scope

The current scope of ISO/TC 289 primarily focuses on standardization in the field of brand evaluation. The main activity of ISO/TC 289 is to develop international standards supporting the international practice of brand evaluation and brand management .

Leadership and organization

• Chair (2014–2021) – Dr.Bobby J.Calder (USA)^[1]
• Secretary Ms Lili Lu (China)

ISO/TC 289 currently has the following organisation.

• ISO/TC 289/CAG Chairman's Advisory Group – Convenor (until 2021): Mr.Pingjun Liu (China).
• ISO/TC 289/WG 1: Brand evaluation process – Convenor (until 2020): Mr.Gerhard Hrebiceck (Austria) and Mrs.Fang Wu (China)
• ISO/TC 289/WG 2: Implementation/Guidelines – Convenor (until 2021): Mr.Claudio Barella (Italy).
• ISO/TC 289/TG 1: Communications task group – Convenor (until end of 2019): Mrs.Patricia McQuillan (Canada).
• ISO/TC 289/TG 2: Collecting present concepts and philosophies in the market and developing Terms & Definitions – Convenor (until end of 2020): Zeshi Yang (China) and Edgar Baum (Canada).
• ISO/TC 289/TG 3: ISO 10668 review – Convenor (until 2021): Mr.David Haigh (UK).

ISO/TC 289 has 12 Participating countries and 24 Observer countries.

Published standards

published ISO standards under the direct responsibility of ISO/TC 289:

Brand evaluation

• ISO 10668:2010 Brand valuation — Requirements for monetary brand valuation
• ISO 20671:2019 Brand evaluation – Principles and fundamentals

ISO standards under development with the direct responsibility of ISO/TC 289:

• ISO/AWI 23353 Brand evaluation — Guidelines for brands related to Geographical Indications^[7]
• ISO/AWI 24051 Brand evaluation – Guidance for annual brand evaluations.^[8]