ISO/TC 289

In January 2014 the Technical management Board of ISO (TMB) took the decision to create a new ISO Technical committee called ISO/TC 289.

The first plenary meeting was held on 2014 September 25–26 in Beijing, hosted by Standardization Administration of China (SAC) and China Council for Brand Development (CCBD).{{Cite web |url=http://www.brand-intl.cn/WebSite/article.aspx?id=32 |title=ISO/TC 289 1st Plenary Meeting |access-date=2017-04-26 |archive-date=2017-04-27 |archive-url=https://web.archive.org/web/20170427100731/http://www.brand-intl.cn/WebSite/article.aspx?id=32 |url-status=dead }}

The first meeting of ISO/TC 289/WG1 was held by China Council for Brand Development in Shenzhen (China), from November 11 to 12, 2015.{{Cite web |url=http://www.brand-intl.cn/WebSite/article.aspx?id=140 |title=First Meeting of ISO/TC 289/WG 1 Brand Evaluation Process |access-date=2017-04-26 |archive-date=2017-04-27 |archive-url=https://web.archive.org/web/20170427100606/http://www.brand-intl.cn/WebSite/article.aspx?id=140 |url-status=dead }}{{Cite web|url=https://themasb.org/global-standards-organization-calls-for-annual-brand-evaluations/|title=Global Standards Organization Calls for Annual Brand Evaluations – Marketing Accountability Standards Board | MASB|date=28 March 2019 }}{{Cite web|url=https://www.ansi.org/news_publications/news_story?menuid=7&articleid=1f201c08-4dd3-45ef-bef7-4502fa051032|title=New ISO Committee to Develop Standards Related to Brand Evaluation|website=www.ansi.org}}

{{Cite book|url=https://books.google.com/books?id=rWGWDwAAQBAJ&q=iso+tc+289+brand+evaluation&pg=PA122|title=Financial Dimensions of Marketing Decisions|first=David W.|last=Stewart|date=May 4, 2019|publisher=Springer|isbn=9783030155650|via=Google Books}}

The first meeting of ISO/TC 289/WG2 was held by UNI (Italian Standardization Body) in Rome (Italy), from January 21 to 23, 2019.{{Cite web |date=2020-03-10 |title=ISO/TC 289 - Brand evaluation |url=https://www.iso.org/es/contents/data/committee/50/65/5065082.html |access-date=2025-04-17 |website=ISO |language=es}}

The current scope of ISO/TC 289 primarily focuses on standardization in the field of brand evaluation. The

main activity of ISO/TC 289 is to develop international standards supporting the international practice

of brand evaluation and brand management .

{{Update|section|inaccurate =yes|date=August 2022}}

• Chair (2014–2021) – Dr.Bobby J.Calder (USA)
• Secretary Ms Lili Lu (China)

ISO/TC 289 currently has the following organisation.

• ISO/TC 289/CAG Chairman's Advisory Group – Convenor (until 2021): Mr.Pingjun Liu (China).
• ISO/TC 289/WG 1: Brand evaluation process – Convenor (until 2020): Mr.Gerhard Hrebiceck (Austria) and Mrs.Fang Wu (China)
• ISO/TC 289/WG 2: Implementation/Guidelines – Convenor (until 2021): Mr.Claudio Barella (Italy).
• ISO/TC 289/TG 1: Communications task group – Convenor (until end of 2019): Mrs.Patricia McQuillan (Canada).
• ISO/TC 289/TG 2: Collecting present concepts and philosophies in the market and developing Terms & Definitions – Convenor (until end of 2020): Zeshi Yang (China) and Edgar Baum (Canada).
• ISO/TC 289/TG 3: ISO 10668 review – Convenor (until 2021): Mr.David Haigh (UK).

ISO/TC 289 has 12 Participating countries and 24 Observer countries.

published ISO standards under the direct responsibility of ISO/TC 289:

Brand evaluation

• ISO 10668:2010 Brand valuation — Requirements for monetary brand valuation
• ISO 20671:2019 Brand evaluation – Principles and fundamentals

ISO standards under development with the direct responsibility of ISO/TC 289:

• ISO/AWI 23353 Brand evaluation — Guidelines for brands related to Geographical Indications{{Cite web|url=https://www.iso.org/cms/render/live/en/sites/isoorg/contents/data/standard/07/53/75306.html|title=ISO/CD 23353|website=ISO}}
• ISO/AWI 24051 Brand evaluation – Guidance for annual brand evaluations.{{Cite web|url=https://www.iso.org/cms/render/live/en/sites/isoorg/contents/data/standard/07/76/77636.html|title=ISO/AWI PAS 24051|website=ISO}}

• List of ISO Technical Committees
• Brand
• Brand management

{{Reflist}}

• [https://www.iso.org/committee/5065082.html ISO TC 289]—Brand evaluation.

Category:ISO standards

Category:ISO technical committees