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