Overview
ISO 20671-2:2023 - Brand evaluation: Part 2: Implementation and reporting provides requirements for implementing and reporting brand evaluations. It is part of the ISO 20671 series and builds on ISO 20671-1 (principles and fundamentals), offering a practical, auditable approach to measure brand development, brand strength, brand performance and financial brand value. The standard defines a repeatable process for brand audits, performance testing, financial impact assessment and structured brand reporting to support governance and continuous improvement.
Key topics and requirements
- Scope and structure: Specifies requirements for conducting and reporting brand evaluations consistent with ISO 20671-1.
- Four evaluation steps:
- Brand development - identify and document brand support (investments) and brand activities (delivery to market).
- Brand strength - quantify output indicators across the standard’s five output dimensions and validate relevance and relationships between dimensions.
- Brand performance - conduct market-level tests (revealed preference and stated preference approaches) to estimate how brand strength affects customer/stakeholder behaviour.
- Financial brand value - determine the financial effect of brand strength on business results (revenue, margin or cash flow) and support point-in-time valuation work.
- Indicator and dimension management: Select, group and validate indicators; periodically test relevance and weighting by industry, geography and stakeholder.
- Reporting and governance: Requirements for systematic brand reporting, auditable documentation, and links between marketing, finance and investors.
- Continuous improvement: Implement feedback cycles to adjust brand investments and measure changes in brand strength and financial outcomes.
- Informative annexes: Examples and tools (input elements, output dimensions, aggregate strength methodology, self-assessment criteria, indicator grouping) to assist implementation.
Applications and users
ISO 20671-2 is practical for:
- Brand owners and corporate marketing teams seeking structured measurement to guide investment and strategy.
- Brand evaluators and auditors performing internal or third‑party brand assessments.
- Finance, valuation specialists and investors who need quantified evidence of brand impact on financial results and to support valuations consistent with ISO 10668.
- Corporate governance and strategy functions that require auditable reporting linking brand activity to business performance.
Typical applications include internal brand audits, performance testing, management reporting, resource allocation, investor communications and supporting financial brand valuation.
Related standards
- ISO 20671-1 - Brand evaluation: Principles and fundamentals (conceptual framework).
- ISO 10668 - Brand valuation (financial valuation methods and external reporting).
- Developed by ISO/TC 289 (Brand evaluation).
Keywords: ISO 20671-2, brand evaluation, brand strength, brand performance, brand reporting, brand valuation, brand metrics, continuous improvement.