An Introduction to BAV® & Brand Tensity™

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Y&R’s BrandAsset® Valuator (BAV) is our proprietary brand management tool and global database of consumer perceptions of brands. For the past 20 years, we have studied consumer response to more than 50,000 brands from hundreds of categories in 51 countries around the world. And collected data from close to 1 million people.

Published in: Marketing, Business

An Introduction to BAV® & Brand Tensity™

  1. 1. AN INTRODUCTION TO BAV® & BRAND TENSITY™
  2. 2. | BRANDASSET™ VALUATOR (BAV®) A MODEL OF BRAND DEVELOPMENT AND MOMENTUM BrandAsset™ Valuator (BAV®) is the world’s largest database and model on brands. The model is developmental and identifies clear patterns and trends that reflect brand growth, decay and recovery. BAV® measures a range of brand health and imagery dimensions that influence consideration, trial, loyalty, pricing power, and ultimately, future financial performance. World’s Largest Database of Brands Over 800,000 consumers — 50,000+ brands — 280+ studies — 50+ countries — 20 years worth of data — US panel of 16,000+ respondents 72 different brand metrics, including — Brand health — Brand imagery / personality — Usage — Consideration — Loyalty Canada Mexico United States Venezuela Colombia Brazil Chile Argentina South Africa Europe Russia China India Malaysia Indonesia Australia Philippines Taiwan Japan
  3. 3. | OUR BRANDSCAPE ALLOWS US TO EXPLORE BRANDS ACROSS HUNDREDS OF CATEGORIES, WHICH FALL UNDER THE FOLLOWING SECTORS: • Apparel & Accessories • Appliances/Tools • Auto • Beverages - Alcoholic • Beverages - Non Alcoholic • Computers/Electronics • Corporations • Finance & Insurance • Food • Geography • Health and Beauty • Home & Garden • Household Products • Internet • Media • Nonprofit • Oil, Gas & Utilities • People • Pharmaceutical • Print Media • QSR • Retail • Sports • Telecommunications • Tobacco • Toys • Travel & Entertainment
  4. 4. | BAV PILLARS OF BRAND EQUITY AND MOMENTUM DIFFERENTIATION A brand’s unique meaning, energy and dynamism ESTEEM How you regard the brand KNOWLEDGE An intimate understanding of the brand RELEVANCE How appropriate the brand is BRAND STRENGTH BRAND STATURE Relates to margins, loyalty & cultural currency Relates to perception of quality & respect Relates to market penetration Leading Tomorrow Future Growth Value Lagging Today Current Operating Value Relates to consumer experience
  5. 5. | RELRELDIF RELDIF DIF Brand has captured attention and now has power to build relevance: intrigue Uniqueness has faded, price or convenience is dominant reason to buy: commodity Strong on both: momentum, cultural icon Differentiation > Relevance Differentiation < Relevance Strong on Both PILLAR PATTERNS TELL A STORY
  6. 6. | PILLAR PATTERNS TELL A STORY KNOESTKNOEST KNOEST Brand is more liked than known: desire to find out more Brand is more known than liked: looking for better options Strong on both: established leaders with credibility Esteem > Knowledge Esteem < Knowledge Strong on Both
  7. 7. | THE STAGES OF CONSUMER ATTRACTION DEPICT BRAND MOMENTUM AND CREDIBILITY FatigueIndifference Curiosity Commitment BRAND STATURE (Esteem & Knowledge) BRANDSTRENGTH(Differentiation&Relevance)
  8. 8. | BRAND STATURE (Esteem & Knowledge) BRANDSTRENGTH(Differentiation&Relevance) FatigueIndifference Curiosity Commitment THE STAGES OF CONSUMER ATTRACTION DEPICT BRAND MOMENTUM AND CREDIBILITY 0 20 40 60 80 100 DIF REL EST KNO PercentRank Score 0 20 40 60 80 100 DIF REL EST KNO PercentRank Score 0 20 40 60 80 100 DIF REL EST KNO PercentRank Score 0 20 40 60 80 100 DIF REL EST KNO PercentRank Score
  9. 9. | BRAND STATURE (Esteem & Knowledge) BRANDSTRENGTH(Differentiation&Relevance) WE CAN SEE VARYING LEVELS OF BRAND MOMENTUM DEPENDING ON WHERE A BRAND SITS ON THE POWER GRID
  10. 10. | BAV® CONSTRUCTS RELATE TO CONSUMER ATTITUDES AND BEHAVIORS, DRIVING BUSINESS SUCCESS PRICING POWER Brand Strength explains 29% of the variance in pricing power MARKET SHARE Brand Strength explains 31% of the variance in volume USAGE & PREFERENCE Brand Strength is highly predictive of usage and preference (r = .57). Brands with healthy pillar alignments see 6-9% growth over the next year, while those with unbalanced equity see only 1-3% growth LOYALTY Strong brands have deeper consumer advocacy e.g. they feel like they belong to a club, the brand is their favorite, and they wouldn’t trade it for another brand SOCIAL CURRENCY Brands with well developed equity drive consumers to seek them out and recommend them to friends INTANGIBLE VALUE BAV metrics correlate to future growth value and current operating value; “brand” accounts for over 1/3 of the total global shareholder value
  11. 11. | Source: USA All Adults Half Years, 2001-2013 *Dollar value based on half year returns of the BEX, NASDAQ and S&P 500 on a hypothetical $10,000 initial investment *BEX Index returns weighted by change in Brand Strength for each period COMPELLING BRANDS IMPACT MARKET VALUE A portfolio of the 50 strongest gaining brands, as measured by our brand metrics, consistently outperform NASDAQ and S&P 500 $0 $2,000 $4,000 $6,000 $8,000 $10,000 $12,000 $14,000 $16,000 $18,000 $20,000 $22,000 $24,000 $26,000 $28,000 $30,000 BEX Top 50 Weighted Index NASDAQ S&P 500 190% 74% 40%
  12. 12. | BAV® TOOLBOX NEW LUXURYCONSUMER INSIGHTS/ SEGMENTATION BRAND HEALTH BRAND IMAGERY PARTNERSHIP IDENTIFICATION/SELLING LOYALTY ELASTICITYCATEGORY INSIGHTS ARCHETYPES SUB-BRAND & PROPRIETARY RELATIONSHIPS BRAND TENSITY™ LiquidBAV® CUSTOM RESEARCH & TRACKING
  13. 13. | BRAND STATURE (Esteem & Knowledge) BRANDSTRENGTH(Differentiation&Relevance) Base: BAV USA 2013; All Adults Brand Category Average STUDYING BRANDS THAT SET THEMSELVES APART AND DRIVE GREATER PASSION FROM CONSUMERS, WE FOUND INTERESTING COMMONALITIES
  14. 14. Brands with Tensity Break Away from Peers and Build Deeper Customer Advocacy
  15. 15. | • Obvious • Cliché • Stereotypes • BORING WITHOUT TENSION, BRANDS OFTEN BECOME…
  16. 16. BAV® PHILOSOPHY IS GROUNDED IN TENSION… DIFFERENTIATION AND RELEVANCE ARE POLAR
  17. 17. YET THE MOST COMPELLING BRANDS BRIDGE THIS CONFLICT
  18. 18. | WE ARE CAPTIVATED BY THIS TENSION IN OUR CULTURE
  19. 19. SEDUCTIVELY INNOCENT
  20. 20. REGULAR ROYAL
  21. 21. BADASS SENSITIVE
  22. 22. WISDOM RECKLESS
  23. 23. DARK HERO
  24. 24. | LOOKING AT BAV® IMAGE DATA AROUND THE WORLD, WE CAN BEGIN TO IDENTIFY WHERE THE PERCEPTUAL TENSIONS EXIST IN OUR CULTURE
  25. 25. | TENSITY PROVIDES THE FOUNDATION FOR SOME OF THE MOST ICONIC BRANDS IN OUR CULTURE EVERYMAN EMPOWERMENT PERFORMANCE PASSION APPROACHABLE DESIGN Affordable solutions for better living
  26. 26. | EXPRESSION OF TENSITY MUST TAKE INTO CONSIDERATION THE DYNAMICS OF THE CONSUMER, THE CATEGORY, AND THE PRODUCT • Brand Tensity™ provides a compelling brand foundation • We must then integrate with consumer, category, and product insights to build a brand positioning for our clients Product InsightsBrand Tensity™ Consumer and Category Insights + +
  27. 27. | TO FIND OUT MORE ABOUT BAV® OR TO UNDERSTAND YOUR BRAND’S TENSITY, PLEASE CONTACT: BAV@yr.com

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