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

Is highly correlated with top of mind awareness & brand saliency

1. Differentiation builds uniqueness + pricing power 2. Relevance builds consideration + trial 3. Esteem builds loyalty 4. Knowledge builds awarenessFour Key Pillars: The Sequence of Brand Development

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 UnknownA brand is either unfocused or newly developingA distinct brand vision must be defined

Niche/ Unrealized potential Brands with unrealized potential or specialty/niche brandsThese 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 marketThese brands have become less innovative and different in the eyes of consumersDeveloping new brand offerings that consumers are eager to try will be key to becoming a leadership brand

Commodity or ErodedDeclining and eroding brandsThese brands must strive to disrupt and redefine past consumer perceptions

BAV Model

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www.bavconsulting.com