Minerva Project Professional Learning

MEASURING BRAND VALUE

Brand Asset Valuator®

Course Learning Asset

Brand Leadership for the Purpose-Driven Organization

Image: NASA
Managing Complexity 2

A Cognitive Framework
for Evaluating and
Measuring Brand Value
 Brand Leadership and Purpose-Driven Organization Week 1:The Power of Brand 3

Brand Asset Valuator® (BAV)

● The BAV model is a framework developed by the

advertising agency Young and Rubicam (Y&R)
● Measures brand value by applying four broad factors:
○ Differentiation
○ Relevance
○ Esteem
○ Knowledge

Source: BAV Group

 Brand Leadership and Purpose-Driven Organization Week 1:The Power of Brand 4

DIFFERENTIATION
A brand’s ability to capture attention in the cultural landscape—
a powerful driver of curiosity, advocacy, and pricing power.

Brand
Vitality RELEVANCE
How appropriate and meaningful a brand is to audiences—drives
consideration and trial.

ESTEEM
How highly regarded a brand is and how well its promises align
with delivery—leads to selection and commitment.

Brand
Stature KNOWLEDGE
The level of awareness and depth of understanding audiences
have of a brand—both positive and negative characteristics.

Sources: Adapted from BAV Group

 Brand Leadership for the Purpose-Driven Organization Week 1:The Power of Brand 5

1. NEW OR UNFOCUSED
Build Awareness and Traction. Must
define a clear point of view.

2. NICHE OR UNREALIZED
Low Earnings. High Potential.

3. MOMENTUM LEADERSHIP
High Earnings. High Potential.

4. MASS MARKET
High Earnings. Low Potential.

5. ERODED
Seriously challenged, hanging on.

Source: BAV Group