© 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 and
is the world’s largest brand database

Over 400,000 consumers

20,00o+ brands
177 studies
44 countries
Canada Russia
13 years Europe
United States
China Japan
56 different brand metrics Mexico Taiwan
India
Uniform methodology worldwide Venezuela
Malaysia Philippines
Columbia
Continuously validated Brazil
Indonesia

Chile
Australia: Five waves of research 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

Category growth
Powergrid drivers

Image ranks Archetypes

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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 Reputation Depth of

& Respect Understanding

margin opportunity broad appeal keep customers affinity with

the brand

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Brand and category understanding
Pillar patterns demonstrate potential

D>R R>D
COMMODITY: Uniqueness has faded,
HEALTHY: Room to grow price becomes dominant reason to buy

DIF REL DIF REL

E>K K>E
Brand is better liked than known DANGER: Brand is better known than liked

EST KNO EST KNO

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Brand and category understanding
The powergrid shows a brand’s momentum and health
Leadership

Unrealised
Potential or Niche

(Differentiation & Relevance)

Relevant When a brand
differentiation is loses relevant
BRAND STRENGTH

necessary to first Declining differentiation, its

establish positive momentum
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 Good Value
Healthy
diagnostics that create an deeper Down To Earth
Simple
Traditional
insight High Quality
Straightforward
Reliable
Kind
Energetic
Best Brand
Cares Customers
Sensuous
Trustworthy
Worth More
Friendly
BRAND ATTRIBUTES Authentic
Gaining In Popularity
High Performance
+ Socially Responsible
Restrained
BRAND PERSONALITY Up To Date
Original
= Distinctive
Fun
Arrogant
48 BRAND IMAGE RANKS Rugged
Innovative
Daring
Carefree
Progressive
Helpful
Upper Class
Leader
Charming
Brands are ranked as a percentile against all the Social
Intelligent
other brands in the BAV questionnaire. A Unique
Tough
ranking above 80 is strong. Stylish
Prestigious
Independent
Trendy
Dynamic
Unapproachable
Obliging
Different
Glamorous

© Landor Associates BAV 2006 April 2006 Page 9

Find out more

To register your interest or find out more

- email bav2006@au.landor.com or
- call Claire Crethar on 02 8908 8747

© Landor Associates BAV 2006 April 2006 Page 10

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