1.
AN INTRODUCTION TO BAV® & BRAND TENSITY™

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.
|
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.
|
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.
|
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.
|
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.
|
THE STAGES OF CONSUMER 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 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.
|
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.
|
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.
|
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 Tensity Break Away from Peers
and Build Deeper Customer Advocacy

15.
|
• Obvious
• Cliché
• Stereotypes
• BORING
WITHOUT TENSION, BRANDS OFTEN BECOME…

16.
BAV® PHILOSOPHY IS
GROUNDED IN TENSION…
DIFFERENTIATION AND
RELEVANCE ARE POLAR

17.
YET THE MOST
COMPELLING BRANDS
BRIDGE THIS CONFLICT

18.
|
WE ARE CAPTIVATED BY THIS TENSION
IN OUR CULTURE

19.
SEDUCTIVELY
INNOCENT

20.
REGULAR
ROYAL

21.
BADASS
SENSITIVE

22.
WISDOM
RECKLESS

23.
DARK HERO

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 THE FOUNDATION FOR SOME OF THE MOST
ICONIC BRANDS IN OUR CULTURE
EVERYMAN
EMPOWERMENT
PERFORMANCE
PASSION
APPROACHABLE
DESIGN
Affordable solutions for better living

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.
|
TO FIND OUT MORE ABOUT BAV® OR TO
UNDERSTAND YOUR BRAND’S TENSITY,
PLEASE CONTACT:
BAV@yr.com