ISO 10668:2010 Brand Valuation Management Systems (BVMS)

ISO 10668:2010 specifies requirements for procedures and methods of monetary brand value measurement.

ISO 10668:2010 specifies a framework for brand valuation, including objectives, bases of valuation, approaches to valuation, methods of valuation and sourcing of quality data and assumptions. It also specifies methods for reporting the results of such valuation.

1. ISO 10668 suggests the employment of three valuation methods in a brand valuation analysis. It calculates brand value based on the cost invested in building the brand. The approach is not considered to be effective as the brand value is not equivalent to the cost invested in creating them.

2. It bases its analysis on what a consumer would pay for a similar brand with similar attributes in the market. The approach is not usually preferred because it is hard to find relevant comparable. It is considered to be the most appropriate. This is because the value of the brand stems from its ability to generate higher profits in the future. This approach involves an assessment of the economic benefits expected to be received by the brand during the rest of its estimated economic life.

3. The standard provides a set of valuation inputs that need to be taken into account for any brand valuation. These methods include market and financial inputs i.e. a review of the current and predicted market volumes, values and channels. The results of the analysis conducted shall be reflected in the brand valuation. The behavioral aspects of the brand have to be taken into account in order to arrive at a proper brand value. It should include the assessment of the brand situation in the market and an analysis of brand strength