Brand asset valuation evaluates a brand’s value, strength, and performance as compared to other brands in the market. An agency named Young and Rubicam developed a metric called Brand Asset Valuator (BAV), which measures brand vitality, which is the brand’s potential in terms of its future growth and brand power.
The brand is analyzed in the following terms −
● Differentiation − How different and better is the brand from its competitors?
● Relevance − How closely the target audience can relate with the brand offer?
● Esteem − Has the brand built its esteem by keeping all promises it made to the target audience?
● Knowledge − How many of the target audience know the brand?