Course Description

This course provides a detailed guide to implementing ISO 10668:2010, the international standard for the monetary valuation of brands. It introduces participants to the key requirements, frameworks, and methodologies for brand valuation, focusing on three core perspectives: legal, behavioral, and financial. Participants will learn how to apply consistent, transparent, and defensible methods for assessing brand value that are essential for mergers, acquisitions, licensing, financial reporting, and strategic decision-making.

What You’ll Learn

By the end of the course, you will be able to:

• Understand the scope, structure, and objectives of ISO 10668:2010.

• Identify the legal, behavioral, and financial components of brand valuation.

• Choose appropriate brand valuation approaches: income, market, or cost-based.

• Apply consistent and transparent valuation methodologies based on best practices.

• Evaluate brand strength through stakeholder perception and behavioral data.

• Integrate brand valuation into financial reporting, IP management, and strategy.

• Use valuation results to support brand licensing, investment, and M&A activities.

• Ensure compliance with audit and legal expectations for intangible assets.

• Document the brand valuation process for governance and transparency.

• Develop a roadmap for establishing brand valuation processes aligned with ISO 10668.

Who Should Attend

• Brand Managers and Marketing Directors

• CFOs, Financial Analysts, and Valuation Experts

• Intellectual Property (IP) Managers

• M&A and Corporate Strategy Teams

• Legal Advisors and Compliance Officers

• Consultants in brand, finance, and intangible asset valuation

Recommendations

• Basic understanding of financial reporting or brand management is helpful

• No prior experience with brand valuation or ISO 10668 is required

• Useful for organizations managing high-value or trademarked brands