Based on research with almost 200,000 consumers in 40 countries, the ad agency Young & Rubicam developed a Brand Value framework called the Brand Asset Valuator (BAV). BAV is based on one of the most extensive research programs on branding ever conducted.
Here is the essence of BAV. Brand Value can be measured by applying understanding and analysis to 4 pillars:
- Differentiation,
- Relevance,
- Esteem, and
- Knowledge.
As a brand forms and grows, it develops strengths across these 4 pillars, typically in t
