ISO 20671-1:2021 ブランド評価—パート1：原則と基本 | ページ 6

3.1

brand

intangible asset, including but not limited to, names, terms, signs, symbols, logos and designs, or a combination of these, intended to identify goods, services or entities, or a combination of these, creating distinctive images and associations in the minds of stakeholders (3.1.2) , thereby generating economic benefit/values

3.1.1

entity

individual or group of people structured as a sole-trader, corporation, company, joint venture, not-for profit organization, firm, enterprise, authority, partnership, charity or institution, or part or combination thereof, whether incorporated or not, public or private, that owns and/or has the legal ownership or legally/contractually authorized rights to use and/or promote the brand (3.1) in the category (3.1.3) for some economic or societal benefit

3.1.2

stakeholder(s)

person(s) or discernible group(s) of individuals that can affect, be affected by, or perceive itself (themselves) to be affected by a brand strength (3.2)

3.1.3

category

segment of the market, economy or society where discernible goods or services associated with the brand (3.1) are offered

3.2

brand strength

non-monetary, point-in-time calculation of relevant dimensions (3.4) and indicators (3.6) of a brand (3.1) , which illustrates the perceived competitive strength, compared to its competitors amongst stakeholders (3.1.2)

3.3

brand performance

evaluation of the brand’s (3.1) impact in the category (3.1.3) as established by a market test (3.3.1) of its brand strength (3.2)

3.3.1

market test

research activity conducted in a category (3.1.3) amongst stakeholders (3.1.2) to assess the impact of brand strength (3.2) on brand performance (3.3)

3.4

dimensions

consistent group of validated indicator categories (3.1.3) or indicators (3.6) that make up a component of brand strength (3.2)

3.5

elements

discernible components of a brand (3.1) comprised of tangible, intangible, quality, service and innovation components

3.6

indicator

validated metric that is measurable as part of the market test (3.3.1) and informs the brand strength (3.2) , brand performance (3.3) or brand valuation (3.9) exercise

3.6.1

indicator category

set of consistent and dependent indicators (3.6) that can be represented as a single dimension (3.4)

3.6.2

measure

piece of information or data that is regularly and reliably collectible and can be represented as a numerical metric

3.7

brand evaluation

measurement of brand strength (3.2) , brand performance (3.3) and financial results using relevant elements (3.5) and dimensions (3.4)

3.8

brand value

worth of a brand as an asset for an entity

3.9

brand valuation

measurement of monetary brand value at a point-in-time