Amity Business School

PBM PPT
TOPIC: Young and Rubicam Inter Brand Methodologies

By,
Aashvi Chourasia, B05
Saransh Gupta, B29,
Alankrita Mathur, B33
Shivani Bisht, B34
Siddhant Sabharwal, B54
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Brand Asset Valuator
(BAV) is a database of consumer perception of brands created \and managed by Brand
Asset Consulting, a division of Young & Rubicam Brands to provide in formation to
enable firms to improve the marketing decision-making process and to manage brands
better. Brand Asset Valuator and BAV also describe the Y&R group managing the
database.
BAV provides comparative measures of the equity value of thousands of brands across
hundreds of different categories, as well as a set of strategic brand management tools
for planning brand extensions, joint branding ventures, and other strategies designed to
maintain and grow brand value. BAV has now been linked to a unique set of financial
analytics, which allows determining a brands contribution to a company’s intangible
value.
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Young and Rubicam Brand Asset Valuator

The four pillars Amity Business School
Amity Business School
 Amity Business School

BAV power grid:

Differentiation and relevance are combined to determine the power
brand which drives two pillars indicating the value of brand future.
The esteem and knowledge concurrently build the brand reputation,
which is excessively “report card” about the last performance. Two
dimensions; Brand strength and Brand stature to be the power to
drive the brand.
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 Amity Business School

Inter Brand Methodology

The marketing department is responsible for ensuring that the
organization maximizes sales. Goals are achieved through extensive
market research, not just advertising.
• Interbrand’s methodology aims to provide a rich and insightful
analysis of brands.
• provides a clear picture of how brands are contributing to today's
performance
• to ensure that: More tomorrow is passed along with the roadmap of
the activity.
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Methodology

The analysis of Brand Assets Analysis of brand association

Valuator The method used to determine the brand association that
is extremely considered by consumer is the iteration
a. Operational Variable: BAV Young Rubicam has
method by using statistic analysis Cochran Q test, with
the function to analyze the strength of brand
this method, hoped that the selected attribute can be
image, the comparison of each measured image, so
more objective if compared to the researcher judgment
that we get the result describing the condition of
of percentage method. The list of attribute that will be
brand image for each brand through four-pillars
proposed to respondent herein the borondong consumer
diagnostic process, those are Differentiation,
had been provided, and respondent just choose which is
Relevance, Esteem, Knowledge.
the suitable attribute as with the respondent needs
b. Brand Mapping based on 4 pillars BAV: The
analysis result of data establishing the profile of
four pillars as follows can make the different
configuration depended on the data analysis in the
processing of questionnaire data that was obtained
for each dimension
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Advantage-
• It helps in proper assessment of brand value.
• Some companies have very huge businesses, but their brand value is very low.
This leads to lower revenues due to the weaker positioning of the brand.
• Brand positioning can lead to a decline in the customer base, which in turn can
reduce demand in the lower middle-income brackets of that brand elite. Brand
valuation can form and organize a company by providing a common language
for brand achievements.
• Responsibility for the element of brand strength can be assigned to the
functioning, participation and responsibility of the brand throughout the
organization
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Disadvantage-
• Chinese Brands: “Business Success– Brand Momentum Gap”
Many Telecom Brands
• Walmart(Different Brands in Different Markets)
• Airlines: Distinguishing Brand Impact and Other Factors (Root) by
Revenue difficult, fuel cost, etc.)