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Get Involved: U.S. TAG Participants Sought for ISO Technical Committee on Brand Evaluation


The American National Standards Institute (ANSI) is seeking participants in the ANSI-accredited U.S. Technical Advisory Group (TAG) for the International Organization for Standardization (ISO) Technical Committee (TC) 289 on Brand Evaluation. All U.S. stakeholder organizations in relevant fields - finance, analytics, and marketing - are strongly encouraged to get involved.

As the U.S. member body to ISO, ANSI accredits U.S. TAGs to develop and transmit U.S. positions on ISO technical activities.

ISO established TC 289 Brand Evaluation in 2013 to establish global standards for branding, brand management, and brand reporting. The U.S., represented by ANSI, is one of 11 participating countries on the committee, with an additional 24 formally observing. The Marketing Accountability Standards Board (MASB) administers the U.S. TAG that represents the U.S. on TC 289. The Standardization Administration of China (SAC), the Chinese member body to ISO, is secretariat of the TC.

ANSI and MASB are currently seeking additional U.S. experts to populate the U.S. TAG to ISO TC 289. Participants will be helping to ensure that:

(1) Marketing spending decisions are based on the same kinds of objective, validated financial performance metrics used for capital investments; and

(2) Corporations better understand the financial worth of brands, including the impact of investments intended to increase their value.

David Stewart, Ph. D., who chairs both the U.S. TAG and MASB, notes that "MASB is leading this TAG because, for several years, we have been bringing finance, analytics, and marketing together to establish generally accepted standards for valuing brands overall and the investments companies make in them. I strongly encourage thought leaders from these disciplines to join us in shaping the direction of this important global endeavor."

Prospective U.S. TAG participants for ISO TC 289 or those seeking more information should contact [email protected]. Read the details at

About MASB

Founded in 2010, the Marketing Accountability Standards Board is a non-profit industry standard-setting group striving to bring financial relevance and measurement rigor to marketing. Its membership includes marketer companies, business schools, industry associations, media providers, media & advertising agencies, measurement providers and independent consultants that believe in linking marketing actions to financial performance.


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