First Meeting of ISO/TC 289/WG 1 Brand Evaluation Process

The First Meeting of ISO/TC 289/WG 1 was held by China Council for Brand Development in Shenzhen, China from November 11th to 12th, 2015. Seven specialists participated in this meeting.

Brand not only embodies various elements including quality, service, innovation, etc. but also represents the national image. Behind the economic rise of one country or region, there should be a rise of a group of brands. The co-conveners, Dr. Gerhard Hrebicek (Austria) and Dr. Fang WU (China) , have been leading the development of the upcoming international standard: Brand Evaluation – Principles and Fundamentals. The related project stages, first Working Draft of ISO/AWI 20671, work plan and assignment were discussed at the meeting. The next ISO/TC 289/WG 1 meeting will be held in March, 2016 in Vienna, Austria, and hosted by European Brand Institute and ASI.