Asset valuator model
Brand Has Great Value
A brand is the most valuable asset a company can own. It can also be the most confounding because, while products have a tangible, physical reality, brands are all about perceptual reality. Brands exist in the minds and hearts of consumers.
Brand Valuation Has Not Been Scientific
Brand management in the 20th century is replete with many success stories. Brand analysis, however, cannot make the same claim. Its tendency to focus on lagging indicators often means that corporations spot brand problems after they have taken root in consumers’ minds. That’s often too late. After all, driving is tough when you only look at the rearview mirror. But they are all meaningful and marketers are constantly facing new questions. These can be little (“What kind of brands should an airline be serving on board its planes?”), big
(“Which country should we expand this brand to next?”) or positively critical (“What strategic partnerships will add to our brands, rather than dilute them?”)
Y&R Approach Has Been Revolutionary
It is important to assess a brand’s current achievements and stature. It is even more powerful when the future potential of a brand can be measured as well. Young & Rubicam’s BrandAsset® Valuator offers this opportunity.
Combining exhaustive amounts of consumer data with a proven model of brand-building, BrandAsset® Valuator tracks future operating earnings and operating margins. This can enhance the marketing-decisions process in a variety of substantive ways. BrandAsset® Valuator can help managers understand marketplace opportunities and the types of risk that go with them. It can provide a deeper understanding of consumer behavior: for example, shedding light on why some segments are willing to pay a higher price for a highly differentiated brand.
BrandAsset® Valuator stands apart from other brand study aids in a number of ways. It’s predictive, focusing on leading indicators instead of lagging. It’s exhaustive in
A brand is the most valuable asset a company can own. It can also be the most confounding because, while products have a tangible, physical reality, brands are all about perceptual reality. Brands exist in the minds and hearts of consumers.
Brand Valuation Has Not Been Scientific
Brand management in the 20th century is replete with many success stories. Brand analysis, however, cannot make the same claim. Its tendency to focus on lagging indicators often means that corporations spot brand problems after they have taken root in consumers’ minds. That’s often too late. After all, driving is tough when you only look at the rearview mirror. But they are all meaningful and marketers are constantly facing new questions. These can be little (“What kind of brands should an airline be serving on board its planes?”), big
(“Which country should we expand this brand to next?”) or positively critical (“What strategic partnerships will add to our brands, rather than dilute them?”)
Y&R Approach Has Been Revolutionary
It is important to assess a brand’s current achievements and stature. It is even more powerful when the future potential of a brand can be measured as well. Young & Rubicam’s BrandAsset® Valuator offers this opportunity.
Combining exhaustive amounts of consumer data with a proven model of brand-building, BrandAsset® Valuator tracks future operating earnings and operating margins. This can enhance the marketing-decisions process in a variety of substantive ways. BrandAsset® Valuator can help managers understand marketplace opportunities and the types of risk that go with them. It can provide a deeper understanding of consumer behavior: for example, shedding light on why some segments are willing to pay a higher price for a highly differentiated brand.
BrandAsset® Valuator stands apart from other brand study aids in a number of ways. It’s predictive, focusing on leading indicators instead of lagging. It’s exhaustive in