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![Young & Rubicam Brand Asset Valuator[品牌资产标量]](images/picture_y&r_bav.gif) 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
- 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。
- 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。
- 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。
- 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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 Looking for Questionnaires for Assessing Brand Awareness
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Brand Asset Valuator Strategies
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Measuring Brand Perceptions and Brand Value
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How to Deal with 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.
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品牌资产标量 小组
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品牌资产标量 培训|活动
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Pitfalls of International / Global Brands
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Usage (application)Brand Portfolio Management, Brand Valuation
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Global Branding Best Practices
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Usage (application)Global Branding, Brand Valuation
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How to Build a Brand in China
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Usage (application)Brand Development, China, Best Practices
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What are Attributes of Strong Brands?
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Usage (application)Brand Management, Brand Valuation
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Where to Focus on in your Branding?
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Usage (application)Best Practices, Brand Management, Brand Valuation
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Generic Traits of a Good Brand
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Usage (application)Brand Management, Checklist
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The 5th Factor in Y & R Brand Asset Valuator
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Usage (application)Branding, Brand Valuation, Brand Management
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How to Divest 2nd Tier CPG Brands?
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Usage (application)Brand Portfolio Management, Freeing up Resources for Main Brands, Brand Valuation
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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
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Main Factors to Determine the Strength of a Brand
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Usage (application)Brand Valuation
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Generic Implementation Steps of a Global Brand
Firms that want to build global brands should take following 10 steps:
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Usage (application)Global Brand Development, Best Practices
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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
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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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