BAV BRAND ASSET VALUATOR PDF

Brand Vitality which refers to the current and future growth potential that a brand holds in it. Brand Stature which refers to the power of a brand. Both of these heads can be further divided to have the following parameters for judging the brand- 1. Differentiation It is the ability of a brand to stand apart from its competitors. Differentiation has three constituents to it. It has more to do with the credibility, authenticity and originality of the idea that the brand carries.

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Brand Vitality which refers to the current and future growth potential that a brand holds in it. Brand Stature which refers to the power of a brand. Both of these heads can be further divided to have the following parameters for judging the brand- 1.

Differentiation It is the ability of a brand to stand apart from its competitors. Differentiation has three constituents to it. It has more to do with the credibility, authenticity and originality of the idea that the brand carries.

Distinctive-refers to the worthiness of a brand. Esteem This refers to the consumer perception about the brand. Whether a brand is popular or not, whether it delivers on its stated promises- all this contribute in building up the esteem of the brand.

Knowledge This refers to the degree of awareness about a brand in the minds of its consumers. This is very important in building a brand and making the consumers understand of what the brand actually stands for and its implicit message to the consumers. The Management Dictionary covers over business concepts from 6 categories.

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Understanding Brand Equity-Brand Asset Valuator Model(BAV model)

Based on research with almost , consumers in 40 countries, BAV provides comparative measures of the brand equity of thousands of brands across hundreds of different categories. There are four key components—or pillars— of brand equity, according to BAV Model. Differentiation measures the degree to which a brand is seen as different from others. Esteem measures how well the brand is regarded and respected. Knowledge measures how familiar and intimate consumers are with the brand. Brand Strength and Brand Stature can be combined to form a Power Grid that depicts the stages in the cycle of brand development—each with its characteristic pillar patterns—in successive quadrants.

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Brand Asset Valuator Model – BAV Model to measure Brand Equity (Philip Kotler Summary)

BAV measures a brand under the 2 broad heads of: 1. Brand Vitality which refers to the current and future growth potential that a brand holds in it. Brand Stature which refers to the power of a brand. Both of these heads can be further divided to have the following parameters for judging the brand- 1. Differentiation:It is the ability of a brand to stand apart from its competitors. Differentiation has three constituents to it. It has more to do with the credibility, authenticity and originality of the idea that the brand carries.

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BrandAsset™ Valuator 2019

Differentiation — Differentiation is the ability for a brand to stand apart from its competitors. A brand should be as unique as possible. Brand health is built and maintained by offering a set of differentiating promises to consumers and delivering those promises to leverage value. Relevance — Relevance is the actual and perceived importance of the brand to a large consumer market segment. This gauges the personal appropriateness of a brand to consumers and is strongly tied to household penetration the percentage of households that purchase the brand.

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Brand Asset Valuator (BAV)

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