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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最佳实践 关于品牌评估的最高评价的讨论主题。在这里你会找到最有价值的思路和切实可行的建议。 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 recognize... 40   2条评论

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信息来源 有关品牌评估的各种信息来源。在这里，您将找到Powerpoint，视频，新闻等可用于您自己的讲座和讲习班。 Brand Asset Valuator Overview Brand Valuation, Brand Development This presentation is about the value of a brand, thereby explaining the Brand Asset Valuator and its usefulness, having ... The Relation between the Brand Asset Valuator and Financial Performance Brand Management Study by Pieter VIjn and Frank Verbeten investigates the relation between the Brand Asset(TM) Valuator and financial per... Brand Name Value Brand Valuation Spreadseet provides different ways of estimating the value of a brand name. By Aswath Damodaran.... Brand Asset Valuator Diagram Brand Valuation Download and edit the 12manage PowerPoint model for limited personal, educational and business use. Republishing in int...

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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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