In today’s competitive landscape, a brand is one of the most valuable assets a company owns. Yet, many businesses struggle to measure this intangible asset with credibility and consistency. This is where ISO 10668 plays a crucial role.
What Is ISO 10668?
ISO 10668 is an internationally recognized standard that provides a framework for brand valuation. Published by the International Organization for Standardization, it outlines the principles and methodologies required for reliable and comparable brand valuations.
This standard is particularly important for companies looking to understand the financial, legal, and behavioral impact of their brand.
Why ISO 10668 Matters
As a Brand ISO Officer, I’ve seen firsthand how inconsistent brand valuation practices can lead to confusion, miscommunication, and even loss of stakeholder trust. ISO 10668 eliminates this uncertainty by offering:
• Transparency in how brand value is calculated
• Objectivity through standardized procedures
• Consistency in valuation for M&A, licensing, litigation, and financial reporting
The Three Pillars of ISO 10668
The standard is built on three essential approaches to brand valuation:
1. Legal Analysis
Assessing the legal rights associated with the brand, including trademarks, licenses, and usage rights.
2. Behavioral Analysis
Understanding how the brand influences customer choice, loyalty, and market perception.
3. Financial Analysis
Applying income, market, or cost-based methods to determine the brand’s monetary worth.
A valid ISO 10668-compliant valuation must integrate all three elements to provide a holistic and trustworthy figure.
Who Should Use ISO 10668?
Whether you’re a multinational corporation, a startup preparing for investment, or a marketing consultancy, this standard helps ensure that your brand is evaluated using globally accepted practices.
Some common use cases include:
• Mergers and acquisitions
• Brand licensing negotiations
• Investor presentations
• Strategic brand management
• Intellectual property disputes
Final Thoughts
ISO 10668 is more than just a valuation method—it’s a strategic tool that brings clarity, credibility, and confidence to brand valuation. As branding continues to evolve as a key business asset, using standardized frameworks like ISO 10668 isn’t just best practice—it’s essential.
If your organization hasn’t yet adopted ISO 10668, now is the time to consider integrating it into your brand strategy toolkit. It’s a step toward professionalizing your brand and safeguarding its long-term value.