A first-of-its-kind tool in India, it is effective in carrying out brand health checks on a continuing basis
BestMediaInfo Bureau | Delhi | September 17, 2012
Rediffusion-Y&R, which launched a new proprietary tool called the Brand Asset Valuator (BAV) based on a nationwide study of real consumers, in Mumbai recently, showcased the tool for its Delhi-NCR clients last week. The Brand Asset Valuator is as an exceptional diagnostic tool for building and managing brands. The tool measures consumer perceptions of brands, and provides an understanding of how consumers evaluate brands, and how brands gain and lose strength.
This is perhaps the first time a tool of this kind in the country uses the finest global standards to harness insights gained from real consumers talking about more than 1,350 brands across 100 categories in India.
The primary differentiator of BAV is that brands are not bound within limited category definitions. The BAV gives marketers a broad perspective to understand brands and categories by looking at the consumer brandspace.
The Global BAV study which is the most extensive worldwide study of brands is recognised as a world leader in its field. The study has an exhaustive database comprising data from over 7.5 lakh consumers, from 51 countries, across 50,000+ brands.
In comparative terms, the 2012 BAV India Study has examined 1,380 brands covering 100 different categories. More than 4,800 Indian consumers were interviewed to create a database of consumer perceptions. Essentially for the first time, a brand’s brand health, its strengths and weaknesses have been measured by the finest global standards using 72 different brand metrics including Brand Health Pillars, Brand Imagery, Usage, Consideration and Loyalty.
For the BAV India study, TNS did the field survey across 12 cities (4 Metros, 4 Tier 1 Towns, 4 Tier 2 Towns).
The presentation was made by Michael K Suusman, EVP, Global Director of Analytic Insights & Strategy, BAV.
Speaking about what the scope of BAV, Gautam Talwar, Chief Strategy Officer at Rediffusion-Y&R, said, “Te BAV tells you how and why your brand is perceived by real consumers the way it is. It will also identify your brand’s life-stage and analyse its strengths and weaknesses. Marketers can use this tool to diagnose the health of their brands and gain actionable intelligence to carve their brand strategies and brand partnerships.”
D Rajappa, President, Rediffusion-Y&R, said, “We believe that the BAV is akin to a GPS device that can help brands navigate towards success. Hence, we have made the initial investments to demonstrate our conviction and commitment. BAV will be a huge competitive advantage for brands that we partner with.”
The BAV also represents an ongoing focus on innovation at Rediffusion-Y&R and augments its strengths in planning. A core team of strategic planners have been trained on the BAV to execute it appropriately for their clients.