In honor of Chinese New Year, we used Y&R’s BrandAsset Valuator® (BAV®) – our proprietary brand management tool and global database of consumer perceptions of brands – to explore what brands share the same characteristics as found in the Year of the Goat.
To find out more about how to leverage your brands characteristics, email BAV@yr.com
CHINESE NEW YEAR Y&R |
BAV 年 年 有 魚 來 福 步 步 笙 蓮 開 福 February19th, 2015 marks the start of the Year of the Goat. The Chinese New Year honors centuries’ old traditions and myths and is the longest and most important celebration in the Chinese calendar. The color red is predominantly displayed as it symbolizes good fortune and joy. In the Chinese culture, each animal zodiac sign has different personalities, strengths, and weaknesses. In honor of Chinese New Year, we used Y&R’s BrandAsset Valuator® (BAV®) – our proprietary brand management tool and global database of consumer perceptions of brands – to explore what brands share the same characteristics as found in the Year of the Goat. Examining zodiac signs can reveal traits and possible futures for people, just as BAV data can be used to discover new facets of a brand’s identity and its future potential.
THE BAV MODEL Y&R |
BAV THE PILLARS DIFFERENTIATION a brand's unique meaning, dynamism, and energy RELEVANCE how meaningful a brand is in the life of a customer ESTEEM consumers' respect and regard for a brand KNOWLEDGE the depth of understanding consumers have The BAV model is based on four pillars of brand heatlh. By analyzing a brand’s performance on each pillar (derived by consumer responses), we can learn about the strength and future success of a brand. Arrogant Authentic Best Brand Carefree Cares Customers Charming Daring Different Distinctive Down to Earth Dynamic Energetic Friendly Fun Gaining In Popularity Glamorous Good Value Healthy Helpful High Performance High Quality Independent Innovative Intelligent KindLeader Obliging Original Prestigious Progressive Reliable Restrained Rugged Sensuous Simple Social Socially Responsible Straightforward Stylish Traditional Trendy Trustworthy Unapproachable Unique Up To Date Upper Class Visionary Worth More BAV also measures brands on a set of 48 image and personality attributes based on how consumers perceive brands. BAV uses this imagery to understand the “hows” and “whys” of brand equity and to help a brand determine the best positioning opportunities, as attributes can impact Differentiation, Relevance, or both. Inspired by classic Chinese zodiac signs, we determined a “Year of the Goat” personality through the lens of BAV imagery.
“GOAT BRANDS” Y&R | BAV
年 年 有 魚 來 福 步 步 笙 蓮 開 福 Though not as highly regarded as the Dragon or as ﬂashy as the Tiger or Monkey, the Goat is simple, reliable, straightforward, kind, and charming. For a brand this is an admirable proﬁle, but one that has plenty of room to become more dynamic. “Goat brands” tend to be more Relevant than Differentiated because their attributes indicate they have meaning in our lives, but aren’t considered “irresistible.” “Goat brands” are perceived as being easily substituted for another brand, i.e. “We’re out of paper towels,” not “Go pick up some Bounty.” DIF REL RELEVANCE > DIFFERENTIATION Uniqueness has faded, price or convenience dominant reason to buy: commodity
BREAKAWAY GOAT Y&R | BAV
A one-dimensional “Goat brand” like Lipton is seen as functional, but lacks emotional qualities. Lipton is seen as less Distinctive, Innovative, and Trendy compared to others in its category, with less Differentiation. BAV shows us that Differentiation is the leading indicator of future ﬁnancial growth. So what attributes can “Goat brands” embrace to drive their Differentiation? Well, a brand like Disney has all the “Goat” attributes, but also delivers on forward-thinking traits making it more Differentiated. It’s ranked in the top one percent of brands seen as Visionary, Dynamic, Innovative, and Social, and top two percent of brands seen as Energetic, and Socially Responsible. Disney adds adventure to its already approachable brand making it one of the strongest brands in our culture. 年 年 有 魚 來 福 步 步 笙 蓮 開 福
THE BAV ZODIAC Y&R |
BAV 年 年 有 魚 來 福 步 步 笙 蓮 開 福 We used the same process of matching attributes to create a quick snapshot of the full Chinese zodiac. MOUSE O X TIGER PIG DOG ROOSTERMONKEY G O AT HORSESNAKE D R A G O N RABBIT MOUSE friendly, simple PIG good value, independent DOG social, energetic ROOSTER TIGER RABBIT DRAGON SNAKE HORSE GOAT MONKEY dynamic, high performance daring, sensuous stylish, trendy reliable, charming prestigious, innovative authentic, leader distinctive, rugged obliging, helpful OX straightforward, down to earth
yr.com/BAV BAV@yr.com @YR_BAV BAV takes
a deep dive into a brand's personality by understanding how consumers perceive the brand in our culture. This allows Y&R to strategically diagnose and build compelling brands – positioning them for growth and ﬁnancial success.