Brand Asset Valuator[品牌资产标量]



测量品牌价值。 解释Brand Asset Valuator[品牌资产标量] Young & Rubicam。


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Young & Rubicam Brand Asset Valuator[品牌资产标量]Brand Asset Valuator[品牌资产标量]广告商Young & Rubicam通过申请四个宽广的因素测量品牌价值。


  1. 差异度(Differentiation。 差异度是一个品牌区别于同类竞争者的能力, 任何品牌都应该尽可能与众不同。 通过向消费者提供一整套与众不同的承诺,品牌才能够建立起来,并得以维持。 同时,差异度塑造得好,营收也得到保证。
  2. 相关度(Relevance。 相关度就是品牌在消费市场上真实的且能够被感知的重要程度, 用以衡量品牌与消费者之间的关系程度,它与家庭渗透度(购买该品牌商品的家庭数百分比)紧密捆绑在一起。
  3. 美誉度(Esteem。 美誉度是指消费者对品牌质量以及流行趋势的感知程度。 品牌是否做到了承诺? 消费者对商家品牌建设活动所做出的反应,主要取决于他/她对两个因素的感知, 即商品质量和流行程度。 不同文化对品牌美誉度也会产生不同影响。
  4. 认知度(Knowledge。 认知度是消费者对品牌及其身份的理解程度和知识广度。  对品牌的认知度高,知晓的意味和内涵,显示出消费者和品牌的亲密关系。 品牌知识来源于品牌构建活动。

差异度和相关度反映了品牌的成长潜力——品牌力度(Brand Vitality),美誉度和认知度则反映了品牌的实现力量——品牌高度(Brand Stature)。


Young & Rubicam所做的品牌资产标量年度调查,包括了20,000多个品牌数据, 以来自44个国家230,000多名被调查人的观点为依据。

参考书: Inside the Minds: Leading Advertisers [中译本《卓越广告大师 》,中国水利水电出版社,2004] -

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比较: Reputation Quotient[声誉商数]  |  Brand Personality Dimensions[品牌个性维度]  |  Brand Identity Prism[品牌识别棱镜]

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