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Q) What do you think of Young & Rubicam’s Brand asset Valuator? What do you see as itsmain advantages and disadvantages?Ans)
The
Brand Asset Valuator
(BAV) is a database of consumer perception of brands createdand managed by Brand Asset Consulting, a division of Young & Rubicam Brands to provideinformation to enable firms to improve the marketing decision-making process and to manage brands better. Brand Asset Valuator and BAV also describe the Y&R group managing thedatabase.BAV provides comparative measures of the equity value of thousands of brands across hundredsof different categories, as well as a set of strategic brand management tools for planning brandextensions, joint branding ventures, and other strategies designed to maintain and grow brandvalue. BAV has now been linked to a unique set of financial analytics, which allows determininga brand’s contribution to a company’s intangible value.There are four key components of brand health in BAV – 
the four pillars
. Each pillar is derivedfrom various measures that relate to different aspects of consumers’ brand perceptions and thattogether trace the progression of a brand’s development. These four components for determining brand value are – 
1.Differentiation:-
Differentiation is the ability for a brand to be distinguished from itscompetitors. A brand should be as unique a possible. Brand healthis built, and maintained by offering a set of differentiating promises to consumers. And by delivering those promises toleverage value.
2.Relevance:-
Relevance is the actual and perceived importance of the brand to alarge consumer market segment. This gauges the personalappropriateness of a brand to consumers and is strongly tied tohousehold penetration (the percentage of households that purchasethe brand).
3.Esteem:-
Esteem is the perceived quality and consumer perceptions about the growing or declining popularity of a brand. Does the brand keep its promises? The consumer’s response to amarketer’s brand building activity is driven by his perception of two factors: quality and popularity. Both vary by country and culture.
4.Knowledge:-
Knowledge is the extent of the consumer’s awareness of the brand and understanding itsidentity. The awareness levels about the brand, and what it means, shows the intimacy thatconsumers share with the brand. True knowledge of the brand comes through building of the brand.
 
How Brands Are BuiltFour Primary Aspects
Brand Strength
Differentiation and relevance taken together say a lot about a
Brand’s strength (brand vitality).These two pillars point to the brand’s future value, rather than just reflecting its past
.
When
Differentiation is greater than Relevance
, the brand has
room to grow
. This is a
healthy pattern
.
 
When
Relevance is significantly greater than D ifferentiation
, the brand has become
commoditized
. Its
Uniqueness has faded
and price has become the primary reason to buy. This is an
unhealthy pattern
.
Brand Stature
Esteem and knowledge together create
Brand stature
, which is a
“report card”
on a brand’s
past performance and which determines the current power of the brand
.
When
Esteem is greater than Knowledge
, and the consumer says, “I’d like to get toknow you better.” Consumers have
motivation to find out more about your brand
.This is a
healthy pattern
for the brand.
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