BrandAsset Valuator BAV

1
BrandAsset Valuator (BAV)

• 240,000 consumers
• Up to 181 categories
• 137 studies
• 40 countries
• 8 years
• 56 different brand metrics
• Common methodology

2
How Brands Are Built
Four Primary Aspects

• The culmination of brand building efforts
• acquisition of consumer experience

Knowledge
Esteem

• Consumer respect, regard, reputation a
• fulfillment of perceived consumer promise

Relevance

• Relates to usage and subsumes the 5 Ps of
• marketing relates to sale

Differentiation

• The basis for consumer choice the essence of
  the
• brand, source of margin

3
Healthy brands have greater Differentiation than
Relevance
D R
100
90
Examples Harley Davidson Yahoo! Americ
a On-Line Williams-Sonoma Ikea Bloomberg Business
News
80
70
60
50
40
30
20
10
0
Differentiation
Relevance
Room to grow... Brand has power to build
Relevance.
4
Brands with greater Relevance than
Differentiation are in danger of becoming
commodities
R D
100
90
Examples Exxon Motts McDonalds Crest
Minute Maid Fruit of the Loom Peter Pan (peanut
butter)
80
70
60
50
40
30
20
10
0
DIFFERENTIATION
RELEVANCE
Uniqueness has faded Price becomes dominant
reason to buy.
5
More Esteem than Knowledge means, Id like to
get to know you better
E K
100
90
Examples Coach leatherwear Tag
Heuer Calphalon Movado Blaupunkt Pella
Windows Palm Pilot Technics
80
70
60
50
40
30
20
10
0
ESTEEM
KNOWLEDGE
Brand is better liked than known.
6
Too much Knowledge can be dangerousI know you
and youre nothing special
Examples Plymouth TV
Guide Spam Woolworths Chrysler Maxwell
House National Enquirer Sanka
Brand is better known than liked.
7
A Two Dimensional Framework for Diagnosing
Brands The Power Grid
BrandAsset Valuator
8
Brand Health Is Captured on the PowerGrid
Power Leaders
Niche/ Unrealized Potential
Declining Leaders
BRAND STRENGTH (Differentiation Relevance)
Eroded
New
Unfocused
BRAND STATURE (Esteem Knowledge)
Base USA Total Adults BAV 2000
9
USA 1999 PowerGrid Sample
100
AriZona Iced Tea Aeropostale Newmans
Own Sundance Channel DreamWorks Bloomberg
Business News CDnow IKEA
Coca-Cola Ocean Spray Nike Pepperidge
Farm MMs Disney Jeopardy! Hallmark
80
60
BRAND STRENGTH
Plymouth Bazooka Ivory Snow Pert Rolaids Keds Howa
rd Johnson TWA Greyhound
San Pellegrino Sun Microsystems Wired Quest
Telecomm Nokia iVillage.com NetGrocer Iridium
40
20
0
0
20
40
60
80
100
BRAND STATURE
Base USA Total Adults BAV 1999
10
YR Resonance Research
Resonance ACE(10)
 

Community
Engagement
15
Attachment (30)


Loyalty (60)
Usage
Base 2001 BAV Data
11
YR Resonance Research With BAV
Resonance
Resonance
100
Engaged
Community
Attached
Engaged
Loyal
Differentiation
Community
Non-Loyals
Brand Strength
50
Attached
Loyal Users
Non-Loyal Users
0
0
50
100
Brand Stature
Base BAV USA Adults 2001
12
Comparison to Other Models

• WPP BRANDZ Millward Brown Brand Dynamics
  Pyramid
• Bonding
• Advantage
• Performance
• Relevance
• Presence

13
Average U.S. Packaged Goods Brand
Consumer Loyalty
Proportion of Consumers
14
Comparison to Other Models

• Research International (Affinity Performance)
• Authority
• Heritage
• Trust
• Innovativeness
• Identification
• Bonding
• Caring
• Nostalgia
• Approval
• Prestige
• Acceptability
• Endorsement