Measuring Brand Value. Explanation of Brand Asset Valuator of Young & Rubicam.
Young & Rubicam Brand Asset Valuator The Brand Asset Valuator of advertising agency Young & Rubicam measures brand value by applying four broad factors.
four factors for determining brand value
1. Differentiation. Differentiation is the ability for a brand to be distinguished from its competitors. A brand should be as unique as possible. Brand health is built, and maintained, by offering a set of differentiating promises to consumers. And by delivering those promises to leverage value.
2. Relevance. Relevance is the actual and perceived importance of the brand to a large consumer market segment. This gauges the personal appropriateness of a brand to consumers and is strongly tied to household penetration (the percentage of households that purchase the 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 a marketer'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 of its identity. The awareness levels about the brand, and what it means, shows the intimacy that consumers share with the brand. True knowledge of the brand comes through building of the brand.
Differentiation and Relevance taken together say a lot about its growth potential ("Brand Vitality"), while Esteem and Knowledge determine the current power of a brand ("Brand Stature").
Brand Asset Valuator Survey
A Survey, based on the Brand Asset Valuator, is conducted annually containing data about 20.000 brands. It is based on the opinion of over 230.000 respondents in 44 countries.
Book: Inside the Minds: Leading Advertisers
موضوع مطلب : بازاریابی و مدیریت بازار