Branding & Brand Management

V. Customer-based brand equity and brand positioning

The BAV Model (Brand asset valuator)
 
4 key pillars of brand health

Differentiation (Brand strength)
Extent to which the brand is seen as different, unique or distinct; what makes the brand stand out and capture the attention of consumers
 
Relevance (Brand strength)
Extent to which consumers find the brand to be relevant to their needs; how meaningful and relevant a brand is in consumer's lives
 
Esteem (Brand stature)
Extent to which consumers respect and regard a brand (for its quality, leadership, reliability); how a brand lives up to its promise
 
Knowledge (Brand stature)
Extent to which consumers understand and are familiar with the brand
 
--> Brand asset

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