The
International Organisation for Standardisation, comprised of the National Standards Institutes of 163 countries, has now developed a new international standard for brand valuation. ISO 10668. This was published on 30 September 2010 after a three-year consultation period. According to Florian Traub, Hammonds LLP ("New international standard for brand valuation introduced"), World Trademark Review (
here):
"The new standard will not only help trademark owners to measure and monitor the value of their brands as an important intangible asset, it is also likely to have a significant impact on the practice of trademark monetisation (eg, measuring the price of a licence or in IP transactions). In addition, the new standard also appears to be a useful instrument for calculating damages in trademark infringement proceedings. ...
The new international standard provides a consistent, reliable approach to brand valuation, including financial, behavioural and legal aspects. It provides 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 of reporting valuation results. ISO 10668 is a summary of existing brand valuation methods and intentionally avoids detailed methodological work steps and requirements. The standard can be applied to all existing brand valuation approaches, as long as they follow the fundamental requirements specified in this new meta standard".
