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(Point to brand’s future value, rather than reflecting its past)
Esteem + Knowledge = Brand Stature
(More to a ‘report card’ on past performance)
Brand Asset Valuator (BAV)
High percentage of minivans buyers are aware with this brand since it is an old player in the industry. HIGH Knowledge Windstar is respected as it is a major player in minivan industry however, recently, it is regarded as a low quality minivan. LOW Esteem Windstar is popular with safety features but safety is not the most important feature that customers seek for. LOW Relevance There are many newcomers entering into the competition offering customers various options. LOW Differentiation Windstar’s performance Components
High Low Low Low Declining Brands High High High High Leadership Low Low Low High Strong New Brands Low Low Low Low New Brands Knowledge Esteem Relevance Differentiation