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 The
Brand Asset Valuator of advertising agency Young & Rubicam measures
brand value by applying four broad factors.
four factors for determining brand value
- 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.
- 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).
- 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.
- 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 -
Brand Asset Valuator Special Interest Group
 Visit the Special Interest Group
Recent User Comments
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Benny - Malaysia
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Measuring Brand Perceptions and Brand Value |
"Brand Perceptions and Value Measurement through Media Content Analysis (purely on news) would likely to be the most objective measurement as it is conducted through analizing of what is being talked about your brand in the media and level of publicity it received. Looking at how media can inject an ideology to people's mind, this analysis can be conducted based on specific messages of what an organization needs to be looked as or to be perceived as. The beauty of it, this method eliminates any bias when it comes to individual opinion that has the tendency to show favoritism. In fact the measurement can be done based on monetary value as well level of tonality that messages carried in an article." |
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- NL
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Brand Vitality Assessment |
"BAH consultants Nikhil Bahadur and John Julliens have developed a tool to assess the remaining potential and vitality of an old product line or brand. A Brand Vitality Assessment (BVA) process consists out of four related data-driven evaluations:
1. Purchase Funnel Assessment (how effectively does the brand translate awareness into purchases and retention?)
2. Brand Equity Review (loyalty and remaining equity in target groups)
3. Competitive Dynamics Assessment (analysis of competition)
4. Value Proposition Check (brand benefit analysis)
Source: strategy+business 50, Spring 2008, pp 18-23)." |
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Jim - Canada
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Brand Neophobia |
"Daniel Goldstein of London Business School says in HBR 03-2007 that research shows that customers may prefer a recognized brand even when it has clear shortcomings - even if it's dangerous. He calls this Brand Neophobia (avoidance of the new). To alleviate neophobia, he recommends new brands to 1. give buyers time, 2. provide comparison tables, and to 3. change the category." |
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