The implementation of global brand evaluation standards, including those for geographic indications and tourism cities, was the leading topic at the 9th Plenary Meeting of Technical Committee 289 of the International Organization for Standardization (ISO) which took place Nov. 30 and Dec.1. The event was hosted virtually by the Standardization Administration of China (SAC), currently serving as ISO-TC289 Secretariat.
The Marketing Accountability Standards Board (MASB) participated as the U.S. representative on the committee. Other countries who were represented included Austria, Canada, India, Italy, the Russian Federation, Saudi Arabia, and the United Kingdom.
MASB Executive Director Frank Findley represented the U.S. delegation. “We would like to thank the Secretariat for organizing this important gathering. The discussions held were highly important because they laid out a clear path for global implementation of standards for brand evaluation and valuation. We are also very enthused by the work on the upcoming standards for City Tourism and Sustainability. These are two areas of high interest within the United States.”
Also discussed were the introduction of the International Academy of Brand Science and proposed new standards for brand management, brand vocabulary and the measurement of consumer perception/behavior. The committee is also considering establishing technical specifications for evaluating brands in a variety of industries.
MASB Director of Communication Erich Decker-Hoppen attended the event in his capacity as the recently appointed convenor of the ISO-TC289 Communications Task Group. “This is an extraordinary international effort with very different countries working to align their brand marketing standards and best practices for the optimization of financial return.”
Details on the plenary will be released when available. Corporate marketing officers interested in participating in this important international effort can contact info@themasb.org for more information.
