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An Introduction to BAV® & Brand Tensity™
The BrandAsset Valuator (BAV®) is the largest brand database and model globally, analyzing brand growth patterns and health metrics across various sectors. It focuses on brand attributes such as differentiation, esteem, knowledge, and relevance, which directly correlate to consumer behaviors like loyalty and pricing power. The document emphasizes the importance of brand tensity in establishing strong consumer connections and driving future business success.
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An Introduction to BAV® & Brand Tensity™
- 1. AN INTRODUCTION TOBAV® & BRAND TENSITY™
- 2. | BRANDASSET™ VALUATOR (BAV®) AMODEL 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. | OUR BRANDSCAPE ALLOWSUS 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. | BAV PILLARS OFBRAND 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. | RELRELDIF RELDIF DIF Brandhas 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. | PILLAR PATTERNS TELLA 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. | THE STAGES OFCONSUMER ATTRACTION DEPICT BRAND MOMENTUM AND CREDIBILITY FatigueIndifference Curiosity Commitment BRAND STATURE (Esteem & Knowledge) BRANDSTRENGTH(Differentiation&Relevance)
- 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. | 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. | BAV® CONSTRUCTS RELATETO 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. | Source: USA AllAdults 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. | BAV® TOOLBOX NEW LUXURYCONSUMER INSIGHTS/ SEGMENTATION BRANDHEALTH BRAND IMAGERY PARTNERSHIP IDENTIFICATION/SELLING LOYALTY ELASTICITYCATEGORY INSIGHTS ARCHETYPES SUB-BRAND & PROPRIETARY RELATIONSHIPS BRAND TENSITY™ LiquidBAV® CUSTOM RESEARCH & TRACKING
- 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. Brands with TensityBreak Away from Peers and Build Deeper Customer Advocacy
- 15. | • Obvious • Cliché •Stereotypes • BORING WITHOUT TENSION, BRANDS OFTEN BECOME…
- 16. BAV® PHILOSOPHY IS GROUNDEDIN TENSION… DIFFERENTIATION AND RELEVANCE ARE POLAR
- 17. YET THE MOST COMPELLINGBRANDS BRIDGE THIS CONFLICT
- 18. | WE ARE CAPTIVATEDBY THIS TENSION IN OUR CULTURE
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- 24. | LOOKING AT BAV®IMAGE DATA AROUND THE WORLD, WE CAN BEGIN TO IDENTIFY WHERE THE PERCEPTUAL TENSIONS EXIST IN OUR CULTURE
- 25. | TENSITY PROVIDES THEFOUNDATION FOR SOME OF THE MOST ICONIC BRANDS IN OUR CULTURE EVERYMAN EMPOWERMENT PERFORMANCE PASSION APPROACHABLE DESIGN Affordable solutions for better living
- 26. | EXPRESSION OF TENSITYMUST 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. | TO FIND OUTMORE ABOUT BAV® OR TO UNDERSTAND YOUR BRAND’S TENSITY, PLEASE CONTACT: BAV@yr.com