Most marketers look at their brands through a microscope—parsing
pricing strategies, testing advertising recall, detailing small
shifts in image attributes. That helps you understand your brand
today, but how should you think about building your brand for the
future? How can you grow your brand from first in its category to
iconic status? Such macro issues require a super-powered
observatory—the BrandAsset® Valuator (BAV).
In the mid 1980s Landor recognized that all brands, regardless
of category, country, or audience seemed to live by certain rules.
To understand those rules, we undertook the world’s first
cross-category, multicountry study of brands—BrandAsset Valuator.
Working with leading academic theorists, we were able to identify
and empirically confirm four pillars of brand building:
differentiation, relevance, esteem, knowledge.
These four pillars provide a framework for understanding brand.
A thorough BAV analysis allows us to find answers to even bigger
questions: Which brands have achieved globally consistent meaning?
Which brands are in threat of decline (even if that is not yet
reflected in sales)? Which brands are poised to move from niche to
leadership? Which brands are well positioned for extension? BAV can
tell us why and how.
BrandAsset Valuator is the world’s largest and most enduring
study of brands:
- 18 years of tracking data (since 1993)
- Over 740,000 interviews
- 48 countries
- 50,000 brands
- More than 70 brand metrics
- More than 150 consumer metrics
- Quarterly tracking in the United States; annually or biannually
- Run by Young & Rubicam Group, a partnership of companies
that includes Landor