In recent years, the theme Brands Evaluation It has gained great relevance, driven by both rankings of value and growing understanding by marketing that the brand is a strategic and valuable asset. In this context, continuous monitoring and structured management through Brand kpis become essential for companies oriented by brand value management.
There are two international standards that deal specifically with the theme: ISO 10668 e ISO 20671which establish parameters for brands evaluation and management, seeking conceptual and methodological uniformity.
A ISO 10668 (Brand Valuation – Requirements for Monetary Brand Valuation) defines guidelines for the financial evaluation of brands, structured in three pillars:
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- Legal analysis – Verification of intellectual property rights and legal protection of the brand;
- Marketing Analysis – Evaluation of strength, positioning and brand perception with stakeholders;
- Financial analysis – Calculation methods that convert brand performance to monetary value.
The standard recognizes three main approaches for evaluation:
- Economic Use Method (Incom Approach) – Based on future brand attributable cash flows, brought to present value;
- Market Method (Market Approach) – Comparison with market transactions of similar brands;
- Cost Method (Cost Approach) – Cost estimate to create or replace the brand.
I and ISO 20671 (Brand Evaluation – Principles and Fundamentals) Complements 10668 when dealing with Comprehensive brand evaluationincorporating not only monetary aspects, but also qualitative and quantitative metrics of performance, relevance and impact with stakeholders. This standard guides the integration of indicators of perception, engagement and business results in the evaluation process.
Both standards have as its central principles to transparencya Validity of premisesa consistency of criteria and the Use of Verifiable Data.
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It is important to note that They are not certifiable standardslike ISO 9001 or other management systems. They act as best practices guides to ensure more consistent, comparable and substantiated evaluations – therefore, it makes no sense that companies present themselves as “certified” by ISO 10668 or ISO 20671.
Na TM20 Brandingwe use the approach of Economic useestimating the value of the brand from the quantification of the financial value of the company, associated with quantitative market research with strategic audiences (with margin of error not exceeding 12%) and the analysis of the brand’s legal registration. This methodology is applied to both brand kpis monitoring how much brand value rankings published in Infoomoney.
