Brand Asset Valuator

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

four factors for determining brand value

1. 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.
2. 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).
3. 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.
4. 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

Forum Forum discussions about Brand Valuation. 🔥 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 one of the most popular and frequently used methods for determining brand value. ... 10   2 comments 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 value for the company owning the brands. They allow strategic brand management and ... 6   4 comments Brand Asset Valuator Questionnaires I am looking for Brand Asset Valuator questionnaires? Thanks.... 6   2 comments 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 comments 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... 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 measurement as it is conducted through analyzing what is being talked about your ... 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 line with Five A's of the customer journey in the connected era namely Aware (A1), App... 2   Start a new topic about Brand Valuation Sign up for free

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Best Practices The best, top-rated topics about Brand Valuation. Here you will find the most valuable ideas and practical suggestions. 🥇 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 ... 39   2 comments

Expert Tips Advanced insights about Brand Valuation. Here you will find professional advices by experts. Consultancy Tips Teaching Tips Practical Implementation Tips 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...

Information Sources Various sources of information regarding Brand Valuation. Here you will find powerpoints, videos, news, etc. to use in your own lectures and workshops. 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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