Brand Asset Valuator

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Valor de medição do tipo. Explanação do Brand Asset Valuator de Young & Rubicam.

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Brand Asset Valuator de Young & RubicamO Brand Asset Valuator da agência anunciando Young & Rubicam mede o valor do tipo aplicando quatro fatores largos.


quatro fatores para determinar o valor do tipo

  1. Differentiation. O Differentiation é a abilidade para que um tipo seja distinguido de seus concorrentes. Um tipo deve ser tão original como possível. A saúde do tipo é construída, e mantida, oferecendo um jogo de diferenciar promessas aos consumidores. E entregando aquelas promessas de leverage o valor.
  2. Relevância. A relevância é a importância real e percebida do tipo a um segmento de mercado grande do consumidor. Isto calibra o appropriateness pessoal de um tipo aos consumidores e é amarrado fortemente à penetração da casa (a porcentagem das casas que compram o tipo).
  3. Esteem. O Esteem é as percepções percebidas da qualidade e do consumidor sobre a popularidade crescente ou declinando de um tipo. O tipo mantem suas promessas? A resposta do consumidor à atividade do tipo-edifício de um comerciante é dirigida por sua percepção de dois fatores: qualidade e popularidade. Ambos variam pelo país e cultivam.
  4. Conhecimento. O conhecimento é a extensão da consciência do consumidor do tipo e da compreensão de sua identidade.  A consciência nivela sobre o tipo, e o que significa, mostra o intimacy que consumidores parte com o tipo. O conhecimento verdadeiro do tipo vem através do edifício do tipo.

O Differentiation e a relevância feitos exame junto dizem muito sobre seu potencial de crescimento (do “Vitality tipo”), quando Esteem e o conhecimento determina o poder atual de um tipo (do “Stature tipo”).


Exame do Brand Asset Valuator

Um exame, baseado no Brand Asset Valuator, é conduzido contendo anualmente dados aproximadamente 20.000 tipos. É baseado na opinião sobre de 230.000 respondents em 44 países.


Livro: Inside the Minds: Leading Advertisers -


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Expert Tips (ENG) - Brand Asset Valuator Premium
 

Pitfalls of International / Global Brands

Consistent with current trends in globalization, international firms have concentrated their efforts on t...
Usage (application): Brand Portfolio Management, Brand Valuation
 
 
 

Global Branding Best Practices

In order to increase brand value, multinational organizations should focus on global branding programs, as these programs can lower marketing c...
Usage (application): Global Branding, Brand Valuation
 
 
 

How to Build a Brand in China

Based on data about Chinese consumers’ expectations, Paul F. Nunes, Susan A. Piotroski, Lay Lim Teo and R. Michael Matheis are offering following “...
Usage (application): Brand Development, China, Best Practices
 
 
 

What are Attributes of Strong Brands?

In the article “The Brand Report Card” (Harvard Business Review, January 2000), Kevin Lane Keller argues that the world’s strongest brands shar...
Usage (application): Brand Management, Brand Valuation
 
 
 

Where to Focus on in your Branding?

Nowadays, many brands mean little to consumers, as most competing brands are essentially the same for them. As a result, it is increasingly hard to cr...
Usage (application): Best Practices, Brand Management, Brand Valuation
 
 
 

Generic Traits of a Good Brand

A good brand displays nine traits:
1. It drives shareholder value.
2. Top executives support the branding effort, marketing people ma...
Usage (application): Brand Management, Checklist
 
 
 

The 5th Factor in Y & R Brand Asset Valuator

The initial Brand Asset Valuator framework is based on 4 factors that determine the value of a brand and is a static model.
However continuous ch...
Usage (application): Branding, Brand Valuation, Brand Management
 
 
 

How to Divest 2nd Tier CPG Brands?

On top of the value of each individual brand comes the value of brands combined whith eachother. Bahadur, Landry and Treppo of consultancy firm BAH gi...
Usage (application): Brand Portfolio Management, Freeing up Resources for Main Brands, Brand Valuation
 
 
 

How to Assess the Remaining Potential and Vitality of an Old Brand?

BAH consultants Nikhil Bahadur and John Julliens have developed a tool to assess the remaining potential and vitality of an old product line or bra...
Usage (application): Branding, Valuation
 
 
 

Main Factors to Determine the Strength of a Brand

Sometimes its useful to look at things from a higher level of aggregation. Rishi Dhir, senior consultant, says there are basically three factors which...
Usage (application): Brand Valuation
 
 
 

Generic Implementation Steps of a Global Brand

Firms that want to build global brands should take following 10 steps:
1. Involve the CEO and board to provide top-down guidance.
2. ...
Usage (application): Global Brand Development, Best Practices
 
 
 

Three Dimensions in How Global Brands are Evaluated by Consumers

Holt et al. (2004) researched how people evaluate and value global brands. They found out that 3 main characteristics are critical in the evaluation o...
Usage (application): Global Branding, Corporate Reputation, CSR, Globalization
 
 

Recursos - Brand Asset Valuator Premium
 

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