How can you use the Brand Asset Valuator model?

1 Collecting data

The first step is to collect data on how your target audience perceives your brand and your competitors on the four dimensions of the BAV model. You can use surveys, interviews, focus groups, or other research methods to gather this information. You will need to ask questions that measure how much your brand is differentiated from others, how relevant it is to your customers' needs, how well it is respected and admired, and how familiar and aware people are of it. You will also need to ask the same questions for your main competitors, so you can benchmark your brand against them.

2 Plotting the results

The second step is to plot the results of your data collection on a graph that shows the four dimensions of the BAV model. The horizontal axis represents differentiation and relevance, and the vertical axis represents esteem and knowledge. Each brand is represented by a point on the graph, and the size of the point reflects the market share of the brand. The graph can be divided into four quadrants: new, focused, leader, and eroded. New brands are high on differentiation and low on relevance, esteem, and knowledge. Focused brands are high on differentiation and relevance, but low on esteem and knowledge. Leader brands are high on all four dimensions. Eroded brands are low on differentiation and high on relevance, esteem, and knowledge.

3 Interpreting the insights

The third step is to interpret the insights from the graph and use them to inform your brand strategy. You can see where your brand stands in relation to your competitors, and how it can move from one quadrant to another. For example, if your brand is in the new quadrant, you may want to increase your relevance, esteem, and knowledge by communicating your value proposition, building trust, and raising awareness. If your brand is in the focused quadrant, you may want to maintain your differentiation and relevance, while enhancing your esteem and knowledge by reinforcing your strengths, delivering quality, and expanding your reach. If your brand is in the leader quadrant, you may want to defend your position and avoid complacency by innovating, adapting, and engaging your customers. If your brand is in the eroded quadrant, you may want to revitalize your brand and regain differentiation by repositioning, rebranding, or relaunching.

The BAV model is a useful tool that can help you measure and manage the value of your brand. By using it, you can gain insights into how your brand is perceived by your target audience, how it compares to your competitors, and how it can improve its performance. Try using the BAV model for your own brand and see what you can learn from it.

4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?