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BS ISO 20671:2019

BS ISO 20671:2019

$142.49

Brand evaluation. Principles and fundamentals

Published By Publication Date Number of Pages
BSI 2019 24
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This document specifies the fundamentals and principles for brand evaluation, including an integrated framework for brand evaluation containing necessary brand input elements, output dimensions and sample indicators.

This document can be used in internal and external brand evaluation.

PDF Catalog

PDF Pages PDF Title
2 National foreword
6 Foreword
7 Introduction
11 1 Scope
2 Normative references
3 Terms and definitions
12 4 Principles of conducting a brand evaluation
4.1 General principles
13 4.2 Transparency
4.3 Consistency
4.4 Objectivity
5 Brand evaluation fundamentals
5.1 General
5.2 Elements
5.2.1 General
5.2.2 Tangible elements
14 5.2.3 Quality elements
5.2.4 Innovation elements
5.2.5 Service elements
5.2.6 Intangible elements
5.3 Dimensions
5.3.1 Legal dimension
5.3.2 Customer/other stakeholder dimension
5.3.3 Market dimension
5.3.4 Economic and political environment dimension
15 5.3.5 Financial dimension
6 Brand evaluation considerations
6.1 Personnel
6.2 Practices and processes
6.3 Brand evaluation audit
6.4 Data sourcing
16 6.5 Brand evaluation results
17 Annex A (informative) Examples of indicators for elements and dimensions
23 Bibliography

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BS ISO 20671:2019
$142.49