ISO specifies a framework for brand valuation, including objectives, bases of valuation, approaches to valuation, methods of. STANDARD. ISO. First edition. Brand valuation — Requirements for monetary brand valuation. Evaluation d’une marque — Exigences pour. ISO specifies a framework for brand valuation including objectives, bases of valuation, approaches to valuation, methods of valuation and sourcing of.

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International Financial Reporting Standard 3 [3] ‘IFRS3′[4] specifies how all acquired assets should be defined, valued and accounted for post-acquisition.

As the other objective, its relevance and suitability in Finland was studied as well. Laskentatoimen laitos Department of Accounting. The ISO was published in In both these cases, brand valuation analysis can help to evaluate the most effective value adding strategy. The objective of this research is to perform an explorative study on the international brand valuation standard ISO and study its relevance in the Finnish context. Noteworthy is the need for certification.

This requirement applies to valuations of existing brands, new brands and brand extensions. These are Legal, Behavioural and Financial analysis.

The case companies proved that the barriers to implement were stronger than the advancing forces. This page was last edited on 29 Decemberat Requirements for monetary brand valuation” – Implementation, management control and relevance in Finnish context Author s: Implementing it requires expertise and it still does not alleviate the obscure nature of brand valuation. After 5 years there is no clear indication of proliferation of adoption.

Brand Finance

ISObrandgrand valuationmanagement controlbrand strenghtmetastandardaccounting change model. ISO Brand valuation — Requirements for monetary brand valuation is a specification by the International Organization for Standardization ISO for the procedures and methods of measuring the value of a brand. ISO was published for the first time in September Intangible assets are recognised as highly valued properties. This non-binding standard has brsnd analyzed in order to braand an in depth description of the standard, its motivations and attributes.


People involved with the ISO drafting were contacted in order to understand the theory and motives behind the standard. ISO was developed to provide a consistent framework for the valuation of local, national and international brands both large and small. Requirements for monetary brand valuation” – Implementation, management control and relevance in Finnish context. If you would like to discuss the ISO in more detail with an expert in brand valuation please contact Brand Finance on Tel: Views Read Edit View history.

All 3 types of analysis are required to arrive at a thorough brand valuation opinion. As such ISO applies to all proprietary and non-proprietary brand valuation approaches and methodologies that have been developed over the years, so long as they follow the fundamental principles specified in the meta standard. Brand valuation can help companies rationalise and rebuild valuatipn brand portfolios and trim their brand architecture to best address current market conditions.

Neither case company chose to systematically implement the standard as a tool. Retrieved from ” https: ISObrandbrand valuationmanagement controlbrand strenghtmetastandardaccounting change model Controlled terms: Brand Architecture reviews considers whether individual brands are too fragmented and extended.

This would increase the standard’s appeal. From Wikipedia, the free encyclopedia.

ISO – Wikipedia

By using this site, you agree to the Terms of Use and Privacy Policy. Based on the findings it can be said that the ISO valaution not relevant in brand valuation or management control in Finland.

However, reliable values need to be placed on brands. Furthermore, valuation providers were interviewed to gain practical information on the ISO standard. The case company interviewees were the entity Brand Managers. Common commercial applications of brand valuation are brand portfolio and brand architecture reviews. As it is, the ISO standard does not adequately and precisely describe the process of brand valuation.

It refers to 5 specific Vwluation types which can be separated from residual Goodwill arising on acquisition.

The International Standard ISO provides a consistent, reliable approach to brand valuation including financial, behavioural and legal aspects. We can ensure that the value of a brand can be measured and exploited to its full potential. The International Standard ISO specifies requirements for procedures and methods of monetary brand value measurement. It is a summary of existing best practice and intentionally avoids detailed methodological work steps and requirements.


Permanent link to this item: ISO specifies a framework for brand valuation including objectives, bases of valuation, approaches to valuation, methods of valuation and sourcing of quality data and assumptions. The study treats the ISO as a management control tool.

The work of preparing International Standards is normally carried out through ISO technical committees. Each member body interested in a subject for which a technical committee has been established, has the right to be represented on that committee. The study is believed to create useful information for various stakeholders as a similar study has not been conducted before.

The first requirement is to define what is meant by ‘brand’ and which intangible assets should be included in the brand valuation opinion. The brand valuer must understand and form an opinion on likely stakeholder behaviour in each of the geographical, product and customer segments in which the subject brand operates.

Brand Finance – Overview of ISO Brand Valuation

Under ISO the brand valuer must declare the purpose of the valuation as this affects the premise or basis of value, the valuation assumptions used and the ultimate valuation opinion, all of which need to be transparent to a user of the final valuayion valuation report. The study is conducted as an explorative research. ISO is a ‘meta standard’ which succinctly specifies the principles to be followed and the types of work to be conducted in any brand valuation.