We looked at historical data in our BAV study, to understand lessons we learned from how brands weathered past downturns and emerged stronger through times of uncertainty after 9/11, the Great Recession '07 and the SARS outbreak '03 — then combined those insights with what we are seeing now to share predictions and implications for the future.
BrandAsset® Valuator (BAV®) is the world’s largest and leading empirical study of consumer brand perceptions. Since 1993, BAV has measured over 60,000 different brands on 75 consistent brand image and equity metrics. This data has accumulated across 50 countries, resulting in over 9 billion data points.
BAV® measures extensive brand qualities and metrics that drive financial and marketplace success. This unique approach not only allows us to understand a brand versus its competitors, but also allows us to measure the roles of brands as a part of culture. For us, it is as much about the data as it is about the story around the data.