ISO 20671-3:2023 PDF

Name: ISO 20671-3:2023 — Brand evaluation — Part 3: Requirements and recommendations for brands related to geographical indications
SKU: ISO 20671-3:2023
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Brand evaluation — Part 3: Requirements and recommendations for brands related to geographical indications

Название (английский):

ISO 20671-3:2023

Brand evaluation — Part 3: Requirements and recommendations for brands related to geographical indications

Статус документа:: Действующий
Формат:: Электронный (PDF)
Количество страниц:: 12
Дата публикации:: 26 апреля 2023 г.
Издание:: ISO IS 20671 edition 1 version 1
ICS:: 03.140

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Описание (английский):

This document specifies the methodology, fundamentals and principles, including elements and dimensions, to evaluate brands related to geographical indications (BGIs) with methodology based on ISO 20671-1. It is applicable for both originators of BGIs to make investment decisions and users and potential users of a BGI to decide whether to adopt the BGIs. This document is intended to be used in conjunction with ISO 20671-1 and ISO 10668. This document can be used in internal and external evaluation of BGIs.

Abstract

Похожие стандарты

Упомянутые в описании и другие стандарты ISO

Overview

ISO 20671-3:2023 - "Brand evaluation - Part 3: Requirements and recommendations for brands related to geographical indications" defines a methodology and practical principles to evaluate brands related to geographical indications (BGIs). Built on the framework of ISO 20671-1, this standard guides internal and external evaluations of BGIs for investment decisions, adoption choices, and ongoing brand management. It is intended to be used alongside ISO 20671-1 and ISO 10668 for coherent brand evaluation and financial valuation.

Key topics and requirements

Methodology foundation: Uses ISO 20671-1 principles to structure BGI evaluation methodology, covering fundamentals, elements, dimensions and recommended practices.

Core principles: Emphasizes transparency, consistency, and objectivity in evaluation processes.

BGI elements: Identifies categories to assess, including tangible, quality, innovation, service, and intangible elements.

BGI dimensions: Requires analysis across multiple dimensions - legal, customer/stakeholder, market, economic and political environment, and financial.

Brand system perspective: Recognizes BGIs as systems (master BGI plus lower-level user brands) and requires evaluation of both brand strength and brand performance.

Operational considerations: Addresses personnel competence, evaluation practices and processes, data sourcing, application of methodology, financial valuation, and continuous improvement (annual process).

Supporting tools: Includes informative annexes with examples of indicators (Annex A), self-assessment checklists (Annex B), example BGIs (Annex C), and objectives for evaluation procedures (Annex D).

Practical applications

Investment decisions: Originators and consortiums can determine whether branding investments are justified and how to prioritize spending.

Adoption and licensing: Potential users or licensees of a BGI can assess suitability, risks, and expected value contribution.

Internal brand management: Organizations use the standard for governance, strategic planning, and monitoring BGI performance over time.

Financial reporting and valuation: Supports valuation practices when BGIs are treated as financial assets controlled by holders (complementary to ISO 10668).

Policy and regulation: Regulators and governments can use the framework to understand BGI impacts on local economies and cultural sustainability.

ISO 20671-3:2023 PDF

Abstract

Похожие стандарты

Overview

Key topics and requirements

Practical applications

Who should use it

Related standards

Технические детали

ISO 20671-1:2021

Brand evaluation — Part 1: Principles and fundamentals

ISO 10668:2010

Brand valuation — Requirements for monetary brand valuation

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