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
elsewhere
- Run by Young & Rubicam Group, a partnership of companies
that includes Landor