The International Organisation for Standardisation, comprised of the National Standards Institutes of 163 countries, has now developed a new international standard for
brand valuation. ISO 10668. This was published on 30 September 2010 after a
three-year consultation period. According to Florian Traub, Hammonds LLP
("New international standard for brand valuation introduced"), World
Trademark Review (

"The new standard will not only help trademark owners to measure and monitor the value of their brands as an important intangible asset, it is also likely to have a significant impact on
the practice of trademark monetisation (eg, measuring the price of a licence or
in IP transactions). In addition, the new standard also appears to be a useful
instrument for calculating damages in trademark infringement
proceedings. ...

The new international standard provides a consistent, reliable approach to brand
valuation, including financial, behavioural and legal aspects. It provides a
framework for brand valuation, including objectives, bases of valuation,
approaches to valuation, methods of valuation and sourcing of quality data and
assumptions. It also specifies methods of reporting valuation results. ISO
10668 is a summary of existing brand valuation methods and intentionally avoids
detailed methodological work steps and requirements. The standard can be
applied to all existing brand valuation approaches, as long as they follow the
fundamental requirements specified in this new meta standard".

Posted By Jeremy to
IP finance_MailAutoSig""> on 11/28/2010 12:11:00 PM 

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