iconannual2017

Branding
An new ISO Standard on Brand
Evaluation will be developed
In September 2014, a new ISO committee on
Brand Evaluation was constituted in Bejing.
Foto: CCBD
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.
The European Business and Investment Magazine iconannual 97