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BAV Model

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Brand Asset Valuator

Summary of the BAV Model of Young and Rubicam. Abstract

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Young & Rubicam

Young & Rubicam BAV ModelThe BAV Model of advertising agency Young & Rubicam measures Brand Value by applying four broad factors:

1. Differentiation – Differentiation is the ability for a brand to stand apart 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 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 of which 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 stands for shows the intimacy that consumers share with the brand. True knowledge of the brand comes through brand-building.


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").


A Survey based on the BAV is conducted annually containing data about 10,000's of brands, based on the opinion of over 100,000 of respondents in many countries.


Book: Inside the Minds: Leading Advertisers - CEOs from Interpublic, Young & Rubicam, Saatchi & Saatchi, Ogilvy & Mather and More -


Compare with Brand Asset Valuator: Reputation Quotient  |  Brand Personality Dimensions

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