Brand Asset Valuator

Measuring Brand Value. Explanation of Brand Asset Valuator of Young & Rubicam.

Young & Rubicam Brand Asset Valuator The Brand Asset Valuator of advertising agency Young & Rubicam measures brand value by applying four broad factors.

four factors for determining brand value

Differentiation. Differentiation is the ability for a brand to be distinguished from its competitors. A brand should be as unique as possible. Brand health is built, and maintained, by offering a set of differentiating promises to consumers. And by delivering those promises to leverage value.
Relevance. Relevance is the actual and perceived importance of the brand to a large consumer market segment. This gauges the personal appropriateness of a brand to consumers and is strongly tied to household penetration (the percentage of households that purchase the brand).
Esteem. Esteem is the perceived quality and consumer perceptions about the growing or declining popularity of a brand. Does the brand keep its promises? The consumer's response to a marketer's brand-building activity is driven by his perception of two factors: quality and popularity. Both vary by country and culture.
Knowledge. Knowledge is the extent of the consumer's awareness of the brand and understanding of its identity. The awareness levels about the brand, and what it means, shows the intimacy that consumers share with the brand. True knowledge of the brand comes through building of the brand.

Differentiation and Relevance taken together say a lot about its growth potential ("Brand Vitality"), while Esteem and Knowledge determine the current power of a brand ("Brand Stature").

Brand Asset Valuator Survey

A Survey, based on the Brand Asset Valuator, is conducted annually containing data about 20.000 brands. It is based on the opinion of over 230.000 respondents in 44 countries.

Book: Inside the Minds: Leading Advertisers -

Brand Asset Valuator Forum (6)

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..."

Brand Asset Valuator Questionnaires
"I am looking for Brand Asset Valuator questionnaires? Thanks."

Looking for Questionnaires for Assessing Brand Awareness
"Dear all, I am working on a marketing project where I need to assess the perceptions of a brand and the brand awareness for a high-tech product/software. I am looking for any questionnaire for assessing brand perceptions in any kind of market - if not ideally in software! Many thanks in advance..."

Brand Asset Valuator Strategies
"By analyzing the scores of the Brand Asset Valuator variables (differentiation, relevance & knowledge, esteem) a brand manager can easily make strategies to turn the performance of brands in the right direction... thanks."

Measuring Brand Perceptions and Brand Value
"Brand Perceptions and Value Measurement through Media Content Analysis (purely on news) would likely to be the most objective measurement as it is conducted through analizing of what is being talked about your brand in the media and level of publicity it received. Looking at how media can inject an ideology to people's mind, this analysis can be conducted based on specific messages of what an organization needs to be looked as or to be perceived as. The beauty of it, this method eliminates any bias when it comes to individual opinion that has the tendency to show favoritism. In fact the measurement can be done based on monetary value as well level of tonality that messages carried in an article."

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.
He calls this Brand Neophobia (avoidance of the new). To alleviate neophobia, he recommends new brands to:
1. Give buyers time,
2. Provide comparison tables, and to
3. Change the category."

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