BS ISO 20671:2019,Brand evaluation — Principles and fundamentals.BS ISO 20671:2019 pdf free download here.
BS ISO 20671:2019 specifies the fundamentals and principles for brand evaluation, including an integrated framework for brand evaluation containing necessary brand input elements, output dimensions and sample indicators.
BS ISO 20671:2019 can be used in internal and external brand evaluation.
BS ISO 20671:2019 focuses on brand evaluation but considers this within a general framework that recognizes the relationship between brand evaluation and brand valuation.
The principles of this framework also apply to external investors and lenders. By evaluating brand strength, brand performance, and financial results, targets can be defined not only for the internal planning process but also for investors and lenders who realize the importance of brands as valuable assets.
The three-part framework recognizes that any brand evaluation is complex and multidimensional,and it
constitutes information for multiple uses. Moreover, brand evaluations for some purposes may be
restricted to brand strength. Improvements to brand strength can be identified through continuous measurement of the relationship between brand input elements and the dimensions that make up brand rength. In this framework, however, brand strength is a first step in evaluating brand performance, the impact of the brand in the market, where other variables such as competition can affect outcomes. Brand performance can in turn be used as part of a method for determining a monetary brand valuation.

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