ISO, the International Organization for Standardization, has decided upon a standard for monetary brand valuation. The standard will mainly assist in acquisitions and legal disputes where intangible brand assets can play a major role.
The new standard follows a principle of transparency. Companies can choose between three essentially different valuation frameworks, as long as they specify which one is being used. Each framework is described in the paper to guide the process, along with general considerations.
LynxEye has been involved in composing the new standard, as part of a committee formed by SIS, the centre for work on standards in Sweden. The committee has strongly influenced the standard and contributed to its soundness.
ISO 10668:2010, Brand valuation - Requirements for monetary brand valuation