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Brand evaluation refers to the measurement of the value of a brand using relevant indicators that assess the impact of the brand on customers/users. Brand evaluation includes both non-monetary and monetary considerations.

Brand evaluation and brand valuation are related concepts and synergistic with each other. Brand valuation is narrower and includes only monetary considerations. While brand valuation is defined from the brand owning entity’s point of view, brand evaluation is defined from the point-of-view of all stakeholders.[1]


  1. ^ International Organization for Standardization ISO 20671:2018

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