Brand Asset Valuator

Definition: the Brand Asset Valuator is a brand management instrument of advertising agency Young & Rubicam that measures the value of a brand in two dimensions, each being comprised of two more factors:
1. Brand Vitality
1a. Differentation (ability of a brand to be distinguished from its competitors)
1b. Relevance (actual and perceived importance of the brand to a large consumer market segment)
2. Brand Stature
2a. Esteem (perceived quality and consumer perceptions about the growing or declining popularity of a brand)
2b. Knowledge (extent of the consumer's awareness of the brand and understanding of the brand identity)

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