ISO specifies a framework for brand valuation, including objectives, bases of valuation, approaches to valuation, methods of. STANDARD. ISO. First edition. Brand valuation — Requirements for monetary brand valuation. Evaluation d’une marque — Exigences pour. ISO specifies a framework for brand valuation including objectives, bases of valuation, approaches to valuation, methods of valuation and sourcing of.

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As it is, the ISO standard does not adequately and precisely describe the process of brand valuation. After 5 years there is no clear indication of proliferation of adoption. Intangible assets are recognised as highly valued properties.

ISO 10668 – Definition

Furthermore, more could be done to promote the standard and increase the discovered low public awareness. The brand valuer must understand and form an opinion on likely stakeholder behaviour in each of the geographical, product and customer segments in which the subject brand operates. Each member body interested in a subject for which a technical committee has been established, has the right to be represented on that committee.

Views Read Edit View history. This non-binding standard has been analyzed in order to give an in depth description of the standard, its motivations and attributes. In both these cases, brand valuation analysis can help to evaluate the most effective value adding strategy.

This sets out the principles which should be adopted when valuing any brand. The work of preparing International Standards is normally carried out through ISO technical committees. We can ensure that the value of a brand can be measured and exploited to its full potential.

By using this site, you agree to the Terms of Use and Privacy Policy. Laskentatoimen laitos Department of Accounting. The standard was found to be a balanced description of attributes needed valuatikn conduct a coherent brand valuation.


The objective of this research is to perform an explorative study on the international brand valuation standard ISO and study its relevance in the Finnish context.

Iskbrandbrand valuationmanagement controlbrand strenghtmetastandardaccounting change model Controlled terms: The standard left too much room for interpretation and manipulation. This would increase the standard’s appeal. Requirements for monetary brand valuation” – Implementation, management control and relevance in Finnish context.

These are Legal, Behavioural and Financial analysis. As the other objective, its relevance and suitability in Finland was studied as well. The study treats the ISO as a management control tool.

Brand Finance – Overview of ISO Brand Valuation

Two 2 OMX Helsinki listed case study companies were studied in isi to understand the process of implementation and the forces at play. Brand Architecture reviews considers whether individual brands are too fragmented and extended.

All 3 types of analysis are required to arrive at a thorough brand valuation opinion. Furthermore, valuation providers were interviewed to gain practical information on the ISO standard.

Brand Portfolio reviews consider whether the right number of brands and sub-brands are in the portfolio. ISO Brand valuation — Requirements for monetary brand valuation is a specification by the International Organization for Standardization ISO for isl procedures and methods of measuring the value of a brand.

The International Standard ISO specifies requirements for procedures and methods of monetary brand value measurement. Some features of this site may not work without it.

Brand Finance

JavaScript is disabled for your browser. The first requirement is to define what is meant by ‘brand’ and isso intangible assets should be bradn in the brand valuation opinion. Brand valuation can help companies rationalise and rebuild their brand portfolios and trim their brand architecture to best address current market conditions.


This requirement applies to valuations of existing brands, new brands and brand extensions. International Financial Reporting Standard 3 [3] ‘IFRS3′[4] specifies how all acquired assets should be defined, valued and accounted for post-acquisition.

Under ISO the brand valuer must declare the purpose of the valuation as this affects the premise or brajd of value, the valuation assumptions used and the ultimate valuation opinion, all of which need to be transparent to a user of the final brand valuation report.

ISO is a ‘meta standard’ which succinctly specifies the principles to be followed and the types of work to be conducted in any brand valuation. It refers to 5 valuationn IA types which can be separated from residual Goodwill arising on acquisition.

As such ISO applies to all proprietary and non-proprietary brand valuation approaches and methodologies that have been developed over the years, so long as they follow the fundamental principles specified in the meta standard.

ISObrandbrand valuationmanagement controlbrand strenghtmetastandard valuatiob, accounting change model. This page was last edited on 29 Decemberat ISO was published for the first time in September From Wikipedia, the free encyclopedia.

If you would like to discuss the ISO in more detail with an expert in brand valuation please contact Brand Finance on Tel: This was expected based on the difficulty of case material gathering. Based on isk findings it can be said that the ISO is not relevant in brand valuation or management control in Finland. The Vlauation was published in Arguably the most valuable but least understood intangible assets are brands.