Brand Evaluation Standards (BES) Project

In 2013, the International Organization for Standards (ISO) established Technical Committee 289 to establish standards for branding, brand management and brand reporting. In 2016, MASB joined ANSI (American National Standards Institute) in order to represent the United States on TC289.

The U.S. is one of 12 participating countries on the committee, along with Austria, Barbados, Canada, France, Islamic Republic of Iran, Italy, Mexico, Russian Federation and the United Kingdom. An additional 23 countries are formally observing. SAC, the Standardization Administration of the People’s Republic of China, currently serves as Secretariat.

New global standard ISO 20671 Brand Evaluation was unanimously approved and announced at the 2018 TC289 plenary meeting in Milan, Italy. MASB members participating included Bobby Calder of Northwestern University, TC289 Chair; David Haigh of Brand Finance, UK Head of Delegation; and MASB President/CEO Tony Pace, U.S. Head of Delegation.

Fifth Plenary Meeting of ISO/TC289, Milan, Italy, June 2018
Fifth Plenary Meeting of ISO/TC289 • Milan, Italy 2018

TC289 is now on to its next two challenges; creating a set of application guidelines for ISO 20671 and developing a standard for geographical indications (GIs).