Brand Asset Valuator[品牌资产标量]

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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。

品牌价值的四大支柱

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）。

品牌资产标量调查

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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