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  1. 1. ISO 10668:2010<br />Divya Raman<br />Corporate Department<br />
  2. 2. What is ISO?<br />International Organization for Standardization.<br />World’s largest developer and publisher of International Standards.<br />Network of national standards institutes of 163 countries.<br />Central Secretariat in Geneva, Switzerland.<br />Enables reach a consensus that meet both requirements of business and the broader needs of society.<br />
  3. 3. ISO Standards<br />Has developed over 18,000 International Standards on a variety of subjects.<br />1100 new ISO standards published every year.<br />
  4. 4. ISO 9000<br />Represents an international consensus on good management practices.<br />Aim to ensure that the organization can time and time again deliver the product or services that meet client’s quality requirements.<br />Made up of 4 core standards viz. <br />ISO 9000:2000 - Fundamentals and Vocabulary<br />ISO 9001:2000 - Quality Management Systems – Requirements<br />ISO 9004:2000 - Quality Management Systems – Guidelines for performance improvements<br />ISO 190011:2002 - Guidelines for quality and/or environmental management systems auditing.<br />
  5. 5. ISO 10668:2010, Brand valuation – Requirements for Monetary Brand Valuation<br />How strong is a Company’s brand?<br />Answers ISO 10668:2010 Standard.<br />Brand valuation – Requirements for Monetary Brand Valuation, outlines consistent and transparent procedures and methods for measuring how much a brand is worth.<br />
  6. 6. Brands<br />Names.<br />Terms.<br />Signs.<br />Symbols.<br />Logos etc that identify goods, services and entities. <br />
  7. 7. Christopher Scholz, Chair of ISO Project Committee of ISO 10668:2010<br /> Brands, like many other intangible assets, are highly valued properties. They are used to create distinctive images and associations in the minds of stakeholders to help a company stand out in the marketplace, and to communicate and engage with their customers. Yet they are a little understood asset.<br />
  8. 8. ISO 10668:2010 Standard<br />Guides users through a globally harmonized three-tiered analysis focusing on financial, legal and behavioral aspects.<br />Eg. Legal right and protection of a brand, market size and trends, its effect on purchase choices and different kinds of attitudes of stakeholders towards the brand.<br />
  9. 9. The standard specifies a framework with objectives, bases, approaches and methods of valuation, and sourcing of quality data and assumptions. It also provides methods for reporting results.<br />
  10. 10. Mr. Scholz comments, “The comprehensive three element analysis introduced in ISO 10668 builds a reliable picture of a brand’s value. An added benefit is that it allows companies around the world to measure the economic value of their brands using the same reliable guidelines developed with by global experts in the field.”<br />
  11. 11. The ISO 10668 standard provides marketing professionals and brand managers with a tool that even the people from the finance department understand. A significant result of this standardization work is the dialogue created between the finance, legal and marketing people, enhancing their understanding of each others’ roles in increasing business value.<br />
  12. 12. Three approaches to Brand Valuation<br />Income approach - measures the value of the brand by reference to the present value of its economic benefits.<br />Market approach - measures the value of the brand based on what other purchasers in the market have paid for similar assets.<br />Third approach - measures the value of the brand based on the cost invested in it.<br />
  13. 13. Legal Protection to Brand<br /> Important component of brand valuation is assessing the legal protection afforded to the brand in each relevant jurisdiction. Legal protection affects the brand value because it permits the brand owner to utilize formal legal systems to exclude third parties from using the same brand.<br />
  14. 14. Brand valuation needs to take into account legal parameters affecting positively or negatively on the value of the brand. These include distinctiveness, scope of use/scope of registration (territory, goods & services), extent of use, notoriety (well-known brand), risk of cancellation, priority and dilution. Also, the ability and/or willingness of the owner to enforce legal rights is of importance. <br />
  15. 15. The standard specifies a framework with objectives, bases, approaches and methods of valuation, and sourcing of quality data and assumptions. It also provides methods for reporting results. Thus this new standard shall be a step ahead for the Companies to protect their valuable intangible asset “BRAND”.<br />
  16. 16. Thank You<br />