Brand Evaluation Standards Project

The August 2016 CMO Survey reported that only one-third of companies have proven the short-term impact of marketing empirically. Two out of three companies still determine marketing budget levels and allocations without benefit of any meaningful measurement.

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).

The next plenary meeting will be hosted by MASB in New York City on June 24, 2019. For more information, contact