Brand Evaluation is the measurement of the non-monetary value of a brand based on a number of relevant indicators that relate to the impact of the brand on its consumers. This type of evaluation relies on both monetary and non-monetary factors.
Whereas, Brand Valuation focusses on the monetary value of a brand and its commercial worth to a company as a transferable and income-generating asset.
The two concepts are inherently linked – Brand Evaluation is required as part of a Brand Valuation exercise. In turn, Brand Evaluation should track brand performance on dimensions which link directly or indirectly to commercial performance and are not ‘vanity metrics’.
Brand Finance helped craft the internationally recognised standard on Brand Valuation – ISO 10668, and the recently approved standard on Brand Evaluation – ISO 20671.
To read more about Brand Evaluation check out our whitepaper here.
To read more about Brand Valuation check out our whitepaper here.
