BAV model to measure brand Equity
Brands - independent of their category - develop in a very specific evolution of consumer perceptions. When building a brand, Differentiation comes first. Then Relevance. Then Esteem and, ultimately, Knowledge. But the real stroke takes place in the relationships between these measures. Managing the relations between the measures is the key to brand health. The relationships illustrate a brand's intrinsic value, its ability to create margin, and its ability to insulate against competitive substitution. Differentiation measures the strength of the brand's meaning. Consumer choice, brand essence and potential margin are all driven by Differentiation. Relevance measures the personal correctness of a brand to consumers and is strongly tied to household penetration. Relevance alone is not the key to brand realization. Rather, Relevance together with Differentiation form Brand Strength , an important indicator of future performance and potential. Relevant Differentiation is the major challenge for all brands and a leading indicator of brand health. The combination of Esteem and Knowledge form Brand Stature , a more traditional measure that BrandAsset ® Valuator has determined to be a lagging indicator of brand health. These form the basis of brand asset valuator model developed by Y &R
Brands - independent of their category - develop in a very specific evolution of consumer perceptions. When building a brand, Differentiation comes first. Then Relevance. Then Esteem and, ultimately, Knowledge. But the real stroke takes place in the relationships between these measures. Managing the relations between the measures is the key to brand health. The relationships illustrate a brand's intrinsic value, its ability to create margin, and its ability to insulate against competitive substitution. Differentiation measures the strength of the brand's meaning. Consumer choice, brand essence and potential margin are all driven by Differentiation. Relevance measures the personal correctness of a brand to consumers and is strongly tied to household penetration. Relevance alone is not the key to brand realization. Rather, Relevance together with Differentiation form Brand Strength , an important indicator of future performance and potential. Relevant Differentiation is the major challenge for all brands and a leading indicator of brand health. The combination of Esteem and Knowledge form Brand Stature , a more traditional measure that BrandAsset ® Valuator has determined to be a lagging indicator of brand health. These form the basis of brand asset valuator model developed by Y &R