Overview
ISO 10668:2010 - "Brand valuation - Requirements for monetary brand valuation" defines a consistent framework for measuring the monetary value of brands. It establishes principles and mandatory requirements for transparent, valid, reliable and objective brand appraisals that integrate financial, behavioural and legal parameters. The standard covers valuation objectives, value concepts, valuation dates, data sourcing and the required reporting of results (single value or range).
Key Topics and Technical Requirements
- General principles: Transparency, validity, reliability, sufficiency and objectivity of the valuation process.
- Declaration of purpose: Specify intended use, audience, identified asset, premise of value, appraiser position, valuation date and value date.
- Value concept: Brand value represents the economic benefit conferred by a brand over its expected useful life, generally calculated by reference to cash flows (earnings, economic profits or cost savings).
- Identification: Clear definition and description of the brand subject to valuation.
- Valuation approaches: Use one or more of the three accepted approaches - income, market or cost - chosen according to the purpose and brand characteristics.
- Income-approach methods: Includes detailed accepted methods such as price premium, volume premium, income-split, multi-period excess earnings, incremental cash flow and royalty relief.
- Financial variables: Discount rates should be derived from the business-level discount rate (e.g., WACC) and adjusted to reflect brand-specific risks. Non-reflected risks belong in the discount rate.
- Inputs: Requires market and financial data, behavioural research (brand strength, stakeholder perceptions), and legal analysis (trademark protection, exclusivity).
- Reporting and independence: Specifies how results must be reported, disclosed and the requirement for appraiser independence.
Applications and Who Uses It
ISO 10668 is practical for:
- Brand valuation professionals and appraisers conducting monetary valuations
- Corporate finance teams (M&A, divestitures, licensing negotiations)
- Accountants and auditors for intangible asset reporting and valuation support
- Tax authorities and legal professionals for litigation, dispute resolution and transfer pricing
- Investors, bankers and management for strategic planning and financing
Common uses include valuation for license negotiations, financial reporting, tax planning, litigation support, strategic decision-making, and investment analysis.
Related Standards (if applicable)
ISO 10668 complements other frameworks for intangible asset accounting, intellectual property law and valuation best practices. It is typically used alongside applicable financial reporting standards and legal guidance on trademarks and licensing to ensure consistent, defensible monetary brand valuations.
Keywords: ISO 10668, brand valuation, monetary brand valuation, brand value, valuation methods, income approach, royalty relief, price premium, intangible assets.