BrandAsset Valuator® is Young & Rubicam’s proprietary tool for assessing a brand’s current achievements and stature and predicting its future potential. The BrandAsset Valuator model begins with a definition… “A brand is a set of differentiating promises that link a product to its customers.” These promises are built in consumer’s minds in a specific progression of four perceptions:
* Differentiation
* Relevance
* Esteem
* Knowledge
More than 350,000 consumer interviews conducted across the globe, measuring more than 55 different consumer perceptions with regard to over 20,000 brands, have shown these four measures – the Four Pillars of BrandAsset Valuator – to be consistently linked to a brand’s ability to deliver revenue and profit for its owner – no matter the category, no matter the country, no matter the age of the brand. BrandAsset Valuator® can help managers understand marketplace opportunities and the types of risk that go with them.
Editor’s Note: I found the BrandAsset® Archetypes especially interesting…
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