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

1. 2015Year of the Goat
Y&R BAV® PRESENTS

2. 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.

3. 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.

4. “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

5. 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

6. 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

7. 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.