A powerful brand can differentiate a company in the marketplace and significantly contribute to its financial performance. But as an intangible asset, it is difficult to measure its exact monetary value. A new standard, ISO 10668:2010, Brand valuation - Requirements for monetary brand valuation, outlines consistent and transparent procedures and methods for measuring how much a brand is worth.
Brands include the names, terms, signs, symbols, logos, etc. that identify goods, services and entities.
"Brands, like many other intangible assets, are highly valued properties," says Christopher Scholz, Chair of the ISO project committee that developed the standard. "They are
Brands include the names, terms, signs, symbols, logos, etc. that identify goods, services and entities.
"Brands, like many other intangible assets, are highly valued properties," says Christopher Scholz, Chair of the ISO project committee that developed the standard. "They are
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