iconannual 2015 - The European Business and Investment Magazine

European Brand Institute
brand names to choose from, therefore
existing brands become more
valuable. Also brand performance
management is a challenge which
requires a sophisticated strategy
and professional partners. It needs
much more than products, names,
advertising, etc.
An new ISO Standard on Brand
Evaluation will be developed
In September 2014, a new ISO committee on
Brand Evaluation was constituted in Bejing.
Brands are valuable.
More and more corporations and
companies put the value of their
brands on their balance sheets.
Brands are often worth more than
all other assets of companies combined.
Property, locations, factories,
machines, materials, staff, etc.
therefore often depreciate compared
to brands.
Additionally, strong and well
managed brands grow faster
than the average.
The importance of brand evaluation
is growing. Brand evaluation
is a comprehensive and systematic
diagnosis to calculate the value of
a brand. Conclusions can be monetary
or non-monetary.
The process of brand evaluation
is an essential step to calculate the
value of a brand, give advice to
brand management and increase
the performance of the brand in order
to increase their value.
Europe is strong in “Brand Portfolios”,
North America is leading
in “Single Brands”
The global brand value ranking eurobrand
GLOBAL TOP 100 by eurobrand
– the European independent
experts for brand, patent & IP valuation
& strategy, examining more
than 3.000 brand corporations and
their brands in 16 industries, with
comparisons of Europe, America
and Asia.
Within this committee a new global
standard on brand evaluation will
be developed, where the President
of European Brand Institute, Dr.
Gerhard Hrebicek holds the Chair.
Goals of this new ISO
Initiative are as follows:
This standard is aimed to standardize
the technical requirements and
evaluation methods in the implementation
of major components of
brand valuation, which will guide
the brand manager and brand evaluators
to conduct activities in the
field of brand evaluation.
Brand evaluation contains
three major steps:
1. identify the key elements which
influence brand value
2. measure the actual performance
of brand key elements (taking
the stake holders' awareness and
evaluation of all key elements
into account)
3. draw the conclusions (including
monetary and non-monetary).
Although the key elements of brand
value and evaluation methods are
various, the major influencing factors
can be identified by study on
successful brand cases and analysis
of the relevant data.
The benefits of the development
of the new ISO Standard
on Brand Evaluation
The international standard of
brand evaluation will bring more
brand information to the consumers
and more information on the
evaluation and management of
the world's best brands research
results and practical experience
(particularly in developing countries,
small and medium-sized
enterprises) in order to conduct
brand management more effectively
to the brand owners.
106 iconannual The European Business and Investment Magazine