ISO 10668 Certification

ISO 10668 is the International Standard that specifies requirements for procedures and methods of monetary brand value measurement and a framework for brand valuation.

The ISO certification process requires extensive understanding and testing of the brand valuation methodology. The certification is conducted by an independent entity every two years to ensure currency. WISEMIX was the first ISO 10668 certified Portuguese company and the fifth worldwide. Today there are only seven companies that have been certified.

The importance of ISO 10688

Brand valuation serves an important function in assessing a company’s business potential. Up until the creation of ISO 10668, it was difficult to compare the results of various brand valuation methods, as the lack of general standards for brand valuation resulted in highly divergent results. This ambiguity led to insecurity on the part of companies, which were often reluctant to participate in brand valuation processes despite the need for precise breakdowns of intangible assets on their balance sheets.

Fortunately, the brand valuation standards in 10668 successfully defined, widely accepted, trustworthy and standardized requirements for monetary brand valuation. ISO 10668 is now the internationally authoritative standard for evaluating the monetary value of brands.

The ISO 10668 methodology

Our ISO 10688 methodology is certified, tried, and tested and it can be applied to a company of any size, anywhere in the world. The methodology:

• Calculates Brand Contribution Index by stakeholder by including customers as well as human resources, suppliers, and lenders using Structure Equation Modelling (SEM)

• Relies on a solid benchmark of Brand Contribution Index by different sectors reflecting (1) the relative importance of drivers in the decision process (2) how much each driver depends on brand perception and (3) how important is the brand to secure growth and future earnings for the company

• Bases the Brand Impact model on the market response of the customer’s experience and not on an expert’s opinion. Performance of a brand in each attribute is assessed between the main competitors and scored by applying Z-transformation distribution

• Takes in account business and brand main changes by the digital, social media platforms and customer journeys being able to measure the implications on brand value of such recent practices