© Landor Associates
BAV 2006
April 2006
Page 1
© Landor Associates
BAV 2006
April 2006
Page 2
What is BAV?
BrandAsset™ Valuator (BAV) is Landor’s proprietary brand research tool a is the world’s largest brand database Over 400,000 consumers 20,00o+ brands 177 studies 44 countries
Canada
13 years
56 different brand metrics
Russia China
Mexico
Uniform methodology worldwide Continuously validated
Europe
United States
India
Venezuela
Malaysia
Columbia
Australia: Five waves of research
Taiwan Philippines
Indonesia
Brazil Chile
Japan
South Africa
Australia
Argentina
(’93,’97,’00,’03,’06)
© Landor Associates
BAV 2006
April 2006
Page 3
What is BAV? A global empirical model for managing brands A diagnostic tool for understanding how brands grow and decline A prescriptive tool for developing brand strategies and tactics An accountability tool for benchmarking changes in key brand perceptions over time
© Landor Associates
BAV 2006
April 2006
Page 4
How is BAV measured?
4 pillars
Brand correlations
Powergrid
Category growth drivers
Image ranks
Archetypes
© Landor Associates
BAV 2006
April 2006
Page 5
Brand and category understanding The 4 pillars are key measures of brand equity The dimensions on which brands are assessed
Differentiation =
Relevance
Esteem
Knowledge
=
=
=
Distinctiveness
Appropriateness
margin opportunity
broad appeal
© Landor Associates
Reputation & Respect keep customers
Depth of Understanding affinity with the brand
BAV 2006
April 2006
Page 6
Brand and category understanding Pillar patterns demonstrate potential
D>R HEALTHY: Room to grow
DIF
REL
E>K
Brand is better liked than known
EST
KNO
© Landor Associates
R>D
COMMODITY: Uniqueness has faded, price becomes dominant reason to buy
DIF
REL
K>E
DANGER: Brand is better known than liked
EST
KNO
BAV 2006
April 2006
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Brand and category understanding The powergrid shows a brand’s momentum and health Leadership
Unrealised Potential or Niche
Relevant differentiation is necessary to first establish positive momentum
) e c n Ha T v e G le NR E& R T n So i D ta N it An Re B re ff i D (
Declining
When a brand loses relevant differentiation, its momentum becomes negative.
New Eroded Unfocused
BRAND STATURE (Esteem & Knowledge) © Landor Associates
BAV 2006
April 2006
Page 8
Brand and category understanding BAV ranks brands on Image diagnostics that create an deeper insight
BRAND ATTRIBUTES + BRAND PERSONALITY =
48 BRAND IMAGE RANKS
Good Value Healthy Down To Earth Simple Traditional High Quality Straightforward Reliable Kind Energetic Best Brand Cares Customers Sensuous Trustworthy Worth More Friendly Authentic Gaining In Popularity High Performance Socially Responsible Restrained Up To Date Original Distinctive Fun Arrogant Rugged Innovative Daring Carefree Progressive Helpful Upper Class Leader Charming Social Intelligent Unique Tough Stylish Prestigious Independent Trendy Dynamic Unapproachable Obliging Different Glamorous
Brands are ranked as a percentile against all the other brands in the BAV questionnaire. A ranking above 80 is strong.
© Landor Associates
BAV 2006
April 2006
Page 9
Find out more To register your interest or find out more - email
[email protected] or - call Claire Crethar on 02 8908 8747
© Landor Associates
BAV 2006
April 2006
Page 10
© Landor Associates
BAV 2006
April 2006
Page 11
