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Rediffusion Y&R launches Brand Asset Valuator® 2017

A diagnostic tool for building and managing brands, the BAV conducted a study across 16 cities, tracking opinions of 10,529 respondents in the age group of 18-65 years

BestMediaInfo Bureau | Mumbai | February 27, 2017

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Rediffusion Y&R has launched the 2017 version of its proprietary tool called the Brand Asset Valuator® (BAV) based on a nationwide study of real consumers. The BAV is a diagnostic tool for building and managing brands.

The BAV India 2017 study was conducted across 16 cities, tracking the opinions of 10,529 respondents in the age group of 18-65 years. Y&R’s BAV is spread across 51 countries over 24 years, covering 57,400 brands in 200 different categories, capturing the feedback of over 12,05,150 respondents. The valuator uses global standards to harness insights gained from real consumers, talking about over 1,400 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 brand space. It measures consumer perceptions of brands and provides an understanding of how consumers evaluate brands and how brands gain and lose strength.

Dhunji S Wadia Dhunji S Wadia

Dhunji S Wadia, President, Rediffusion Y&R, India, said, “BAV is a significant investment from our side, in terms of money, energy and resources. But we as an agency find it to be of immense value when it comes to not just communication, but marketing decision-making. It helps us a lot as clients acknowledge the depth and breadth of our cross-category understanding. It’s a potent marketing tool, based on hard-core quantitative data, which more and more marketers should subscribe to.”

Navonil Chatterjee Navonil Chatterjee

Navonil Chatterjee, Chief Strategy Officer, Rediffusion Y&R India, said, “Normally one would assume that any marketer would keep a track of his own brand and its competitors within the category. But for an agency to monitor over 1400 brands across 100 odd categories, and manage the back-end of that mind-bogglingly complex data set? Well, it’s almost unthinkable. The BAV is our magic box, which elevates our conversations to something far more data-substantiated than the nebulous world of usual agency dipsticks. And the data right now is oven-fresh.”

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