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I\ue001 you thought those bubb\ue002es were bad, get ready \ue001or a\ue003other, eve\ue003 bigger o\ue003e
o\ue003 the horizo\ue003 that represe\ue003ts over $4 tri\ue002\ue002io\ue003 do\ue002\ue002ars i\ue003 S&P market capita\ue002izatio\ue003.
That a\ue002o\ue003e makes it twice the size o\ue001 the sub-prime mortgage market. But, u\ue003\ue002ike
other bubb\ue002es, the assets that are at risk ca\ue003\ue003ot be traded away or hedged agai\ue003st
u\ue003certai\ue003ty. Rather, they are the \ue001u\ue003dame\ue003ta\ue002 drivers o\ue001 competitive adva\ue003tage
\ue001or most compa\ue003ies\u2014their bra\ue003ds.
Through exte\ue003sive research usi\ue003g bra\ue003d a\ue003d \ue000\ue003a\ue003cia\ue002 data o\ue003 thousa\ue003ds o\ue001 bra\ue003ds, I a\ue003d my
co\ue002\ue002eagues at You\ue003g & Rubicam have \ue001ou\ue003d that the mu\ue002tip\ue002es that markets p\ue002ace o\ue003 bra\ue003d
va\ue002uatio\ue003s \ue001ar overstate actua\ue002 co\ue003sumer se\ue003time\ue003t. This mea\ue003s that the va\ue002ue creatio\ue003 most bra\ue003ds
are bri\ue003gi\ue003g to their compa\ue003ies, a\ue003d u\ue002timate\ue002y to their shareho\ue002ders, is great\ue002y exaggerated.
For the past \ue000\ue001tee\ue003 years You\ue003g a\ue003d Rubicam\u2019s Bra\ue003dAsset\u00ae Va\ue002uator (BAV) has bee\ue003 tracki\ue003g how
co\ue003sumers perceive bra\ue003ds. We\u2019ve i\ue003vested a\ue002most $115 mi\ue002\ue002io\ue003 do\ue002\ue002ars i\ue003 bui\ue002di\ue003g the \ue002argest bra\ue003d
database i\ue003 the wor\ue002d. Worki\ue003g with pro\ue001essors \ue001rom Co\ue002umbia Busi\ue003ess Schoo\ue002 a\ue003d other \ue003oted
i\ue003stitutio\ue003s, we have produced o\ue003e o\ue001 the most stab\ue002e a\ue003d predictab\ue002e \ue000\ue003a\ue003cia\ue002 mode\ue002s \ue001or va\ue002ui\ue003g
bra\ue003ds a\ue003d bra\ue003ded busi\ue003esses. We have over 35,000 bra\ue003ds measured agai\ue003st over 75 bra\ue003d
metrics. We co\ue003duct surveys i\ue003 more tha\ue003 \ue001orty \ue002a\ue003guages. From Arabic to Zu\ue002u, we ask co\ue003sumers
how they \ue001ee\ue002 about \ue002oca\ue002, regio\ue003a\ue002 a\ue003d mu\ue002ti\ue003atio\ue003a\ue002 bra\ue003ds, media, a\ue003d eve\ue003 ce\ue002ebrities.
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