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)

the Learn more about brand asset valuator

More on brand management: Audio Branding, Brand Equity, Brand Equity Model, Brand Identity, Brand Loyalty, more...

MBA Brief offers accurate and concise definitions of MBA concepts, frameworks, methods and models.

We love to keep things really short, but provide links to learn more about your subject and to similar concepts.