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Brand Asset Valuator

Brand Asset Valuator


Brand Asset Consulting - Young & Rubicam Brands
measuring brands since 1993
over 35,000 brands
500,000 respondents
46 countries

Brand Asset Valuator


measures brands independent of category
explain how brands are built
captures dynamic movement by mapping patterns and
trends of growth, decay and recovery
relates brand metrics with financial performance

Four Key Pillars: The Sequence of Brand Development

1st Key Pillar


Differentiation = brands potential to create a sustainable
competitive advantage

is about innovation
ability to stand out in the marketplace
pricing power

Differentiation is the engine of the brand train

2nd Key Pillar


Relevance = brands ability to be personally meaningful

Leads to serious consideration and trial

Is highly correlated to household penetration

3rd Key Pillar


Esteem = the extent to which a consumer like and respect a brand

It captures loyalty and how well a brand fulfills its promise

4th Key Pillar


Knowledge = the level of intimacy a consumer has with the brand

Is highly correlated with top of mind awareness & brand saliency

Four Key Pillars: The Sequence of Brand Development

1. Differentiation builds uniqueness + pricing power


2. Relevance builds consideration + trial
3. Esteem builds loyalty
4. Knowledge builds awareness

Pillar Relationships

Brand has captured attention and interest and now has the power to
build Relevance and penetration
This type of brand has more creativity than functionality

Uniqueness has faded, price or convenience is the dominant reason


to buy
It may also be more rational than creative

High levels of Differentiation and Relevance demonstrate that the brand


stands out to consumers in a meaningful way
It is a leader commanding high margins, loyalty and volume

Pillar Relationships

A brand it is liked but not well-known


Consumers are curious to find out more
There is growth potential in this brand

Too much knowledge can be a bad thing

The brand has become too familiar, and consumers are not interested in knowing it
better

Consumers are probably looking for better options

High levels of Esteem and Knowledge demonstrate that the brand it has
successfully established itself in the hearts and minds of consumers

PowerGrid of Brand Lifecycle

New, Unfocused or Unknown

A brand is either unfocused or newly developing


A distinct brand vision must be defined

Niche/ Unrealized potential

Brands with unrealized potential or specialty/niche brands

These brands are healthy with the potential to expand

Leadership

These brands must continually strive to reinforce their point of


differentiation to remain above the diagonal

Mass market

These brands have become less innovative and different in the eyes
of consumers
Developing new brand offerings that consumers are eager to try will
be key to becoming a leadership brand

Commodity or Eroded

Declining and eroding brands


These brands must strive to disrupt and redefine past consumer
perceptions

BAV Model

Pentru varianta demo a instrumentului accesati:

www.bavconsulting.com

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