Brand asset valuator
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The Brand Asset Valuator (BAV) is a database of consumer perception of brands created and managed by the advertising agency Young & Rubicam (Y&R) to provide information to enable firms to improve the marketing decision-making process and to manage brands better. Brand Asset Valuator and BAV also describe the Y&R group managing the database.
BAV measures the value of a brand along four dimensions: "Differentiation," "Relevance," "Esteem," and "Knowledge." Differentiation and Relevance are grouped as "Brand Vitality." Esteem and Knowledge are grouped as "Brand Stature." BAV defines these terms as follows.
- "Differentiation" describes how well a brand distinguishes itself from competitors.
- "Relevance" describes how a large consumer market segment values and perceives the importance of the brand.
- "Esteem" describes how a large consumer market segment perceives the quality and growing or declining popularity of the brand.
- "Knowledge" describes how much consumers are aware of the brand and understand its identity.
- "Brand Vitality" describes the brand's growth potential.
- "Brand Stature" describes the brand's current power.
BAV's website claims its database is the result of the world's most extensive research project on branding, based on over US$70 million invested since 1993, performing over 350,000 consumer interviews in 173 studies on over 19,500 brands, in 44 countries using the same methodology.
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