Brand Asset Valuator[品牌资产标量]

知识中心



摘要,论坛,最佳做法,专家提示和信息来源。

44 项 • 334.357 次访问


总结

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。


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]


小组

加入

品牌评估 小组。



小组 (16名成员)

论坛

新主题

品牌评估论坛。


The Interbrand Brand Valuation Methodology
The Interbrand Group is one of the leaders in the field of brand valuation. Therefore, their brand valuation method is o (...)
10
 
2条评论
How to Calculate the Value of a Brand? The Price Premium Method
Brands and brand valuation are of primal importance for marketing purposes and for increasing the profits and market val (...)
6
 
4条评论
Brand Asset Valuator Questionnaires
I am looking for Brand Asset Valuator questionnaires? Thanks. (...)
6
 
2条评论
How to Calculate the Return on Social Media Marketing?
How can we calculate the return on our social media marketing investments? Thanks for your input... (...)
4
 
1条评论
Brand Asset Valuator Strategies
By analyzing the scores of the Brand Asset Valuator variables (differentiation, relevance & knowledge, esteem) a brand m (...)
4
 
Measuring Brand Value through Media Content Analysis
Brand Perceptions and Value Measurement through Media Content Analysis (purely on news) is probably the most objective m (...)
3
 
Kotler's New Metrics for Return on Marketing Investment (ROMI)
Kotler et al have introduced new metrics for better measurement of the Return on Marketing Investment (ROMI).
In li (...)
2
 

开始一个新的论坛主题关于品牌评估更多资讯

 

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

专家提示

关于Brand Valuation(英语)的高级见解。在这里,您将找到专家的专业建议。


Pitfalls of International / Global Brands

Brand Portfolio Management, Brand Valuation
Consistent with current trends in globalization, international firms have concentrated their efforts on the development (...)

Global Branding Best Practices

Global Branding, Brand Valuation
In order to increase brand value, multinational organizations should focus on global branding programs, as these program (...)

How to Build a Brand in China

Brand Development, China, Best Practices
Based on data about Chinese consumers expectations, Paul F. Nunes, Susan A. Piotroski, Lay Lim Teo and R. Michael Mathe (...)

What are Attributes of Strong Brands?

Brand Management, Brand Valuation
In the article The Brand Report Card (Harvard Business Review, January 2000), Kevin Lane Keller argues that the world (...)

Where to Focus on in your Branding?

Best Practices, Brand Management, Brand Valuation
Nowadays, many brands mean little to consumers, as most competing brands are essentially the same for them. As a result, (...)

Generic Traits of a Good Brand

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

The 5th Factor in Y & R Brand Asset Valuator

Branding, Brand Valuation, Brand Management
The initial Brand Asset Valuator framework is based on 4 factors that determine the value of a brand and is a static mod (...)

How to Divest 2nd Tier CPG Brands?

Brand Portfolio Management, Freeing up Resources for Main Brands, Brand Valuation
On top of the value of each individual brand comes the value of brands combined whith eachother. Bahadur, Landry and Tre (...)

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

Branding, Valuation
BAH consultants Nikhil Bahadur and John Julliens have developed a tool to assess the remaining potential and vitality of (...)

Main Factors to Determine the Strength of a Brand

Brand Valuation
Sometimes its useful to look at things from a higher level of aggregation. Rishi Dhir, senior consultant, says there are (...)

Generic Implementation Steps of a Global Brand

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

Three Dimensions in How Global Brands are Evaluated by Consumers

Global Branding, Corporate Reputation, CSR, Globalization
Holt et al. (2004) researched how people evaluate and value global brands. They found out that 3 main characteristics ar (...)
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 (...)

研究链接

自动跳入有关以下内容的其他有用资源品牌评估。


新闻 视频 简报 书比人好 更多

新闻

视频

简报

书比人好

更多


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]


返回到分类主页: 决策与评估  |  知识与无形资产  |  营销和销售


更多管理方法、模型和理论

小组

您对感兴趣吗品牌评估?成为我们的 SIG 负责人

 


关于12manage | 广告服务 | 链接到我们/引用我们 | 隐私 | 建议 | 服务条款
© 2021 12manage - The Executive Fast Track V15.8 - 最后更新:24-9-2021 所有名称™属于其所有者