Brand Valuation According to ISO 10668 and ISO 20671

If you've ever been involved in the process of valuing a brand, then you know just how complex and tedious it can be. Luckily, ISO 10668 and ISO 20671 provide us with an international set of standards that make the process easier. In this blog post, we’ll take a look at what these standards are and how they work.

Shabahat Ali

February 8, 2023

Have you ever thought about how difficult it is to put a value on something intangible like a brand? Sure, any accountant can tell you the cost of creating or maintaining a brand, but calculating its true value can be much more difficult. That’s why I was so pleased to discover the two ISO standards for brand valuation: ISO 10668 and ISO 20671. Let’s break down these standards and explore why they are so important for marketers. 

ISO 10668 vs ISO 20671 what is the difference?

ISO 10668 is an international standard that defines what constitutes a brand’s “value” and how it should be valued. It sets out the criteria which need to be taken into account in order to calculate the value of a brand and provides guidance on how this should be done.  ISO 10668 was created to standardize the methods used to measure and value brands based on their financial performance. It establishes criteria for determining the cost of a brand in terms of its capitalized income stream, as well as other factors such as goodwill, reputation, customer loyalty, and market share. The standard also contains guidelines on methods of measuring a brand’s value over time, as well as providing suggestions on how to identify changes in its worth. 

On the other hand, ISO 20671 was designed to create an internationally accepted procedure for measuring the intangible assets associated with a brand—such as its name, logo, slogans, trademarks, etc.—in order to assign it a monetary value. It deals with the measurement of brand equity (the goodwill inherent in a company's name or products). This standard sets out the different elements that contribute to building up brand equity, such as customer loyalty, recognition, reputation, etc., and describes how these elements can be measured and reported. The purpose of this standard is to provide comprehensive guidance on carrying out qualitative measurement studies that measure the impact of marketing activities on customer perception of brands. 

How do they work? 

ISO 10668 focuses on measuring the financial performance of a brand over time. This includes analyzing data such as sales figures, profits or losses generated by the brand over a period of time (typically three years), operating costs associated with managing the brand’s activities during that period, and any discounts or premiums applied when selling or transferring ownership of the brand. The resulting value will be determined by assessing both tangible assets (e.g., patents) and intangible assets (e.g., customer loyalty) associated with the brand in question. 

Similarly, ISO 20671 uses various analytical methods—such as surveys or market research studies—to determine how much each intangible asset associated with a brand contributes to its overall worth. This means looking at factors such as how recognizable and memorable a company’s name or logo is among potential customers, how valuable its trademarks are in terms of protecting intellectual property rights from counterfeits or knock-offs, etc. The resulting value will be based on this assessment of intangibles rather than any tangible assets associated with the brand in question. 

How Can These Standards Help Marketers? 

The primary benefit of these standards is that they provide an accepted method for assessing and valuing brands—something which has long been lacking in the marketing world. By having an industry-recognized benchmark against which brands can be evaluated, marketers now have access to reliable metrics with which they can measure their success and prove ROI (return on investment). This makes it easier for companies to justify spending money on branding activities because there is now an accepted way of quantifying their worth. 


ISO 10668 and ISO20671 offer much needed clarity when it comes to quantifying the value of your brand. Now CMOs have access to reliable metrics which will help them understand how well their branding efforts are performing over time—and how they stack up against the competition. Having this data at hand allows teams to make more informed decisions about their long-term strategies and investments—which can ultimately lead to greater success. Not only do they provide accepted metrics by which companies can evaluate their own success, but they also lay out a framework by which marketers can present their case when asking for additional funds or resources from senior management teams. If you're looking for ways to demonstrate your success as a marketer or build your case for increased investment in branding activities then these standards could provide just what you need!

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