The BAV Model of
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
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
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
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
T I P : Here you can discuss and learn a lot more about brand valuation and the BAV.
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