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If you're not certain about the penetration rate of your brand, use 2% for a B2C-brand, or 10% if it is a B2B-brand. Otherwise, pick the geographical area in which the brand is present. Divide the number of consumers, users or customers by the total number of the market potential in that same geographical area. Multiply this by 100 and you'll get the right percentage. You'll find an example here.
Well, check this post about the difference.
Yes it is. We use the ISO10668-2010 guidelines, to ensure consistency of all calculations. A full valuation will be reported conform the ISO10668-2010 standard.
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