BRANDASSET VALUATOR®
Experience our BAV data firsthand: Select or type in the name of a key brand, and up to two competitor brands from any industry that you’d liked to see it compared to.
NOTE: this is only a small sampling of the brands BAV's syndicated study covers, and the data about the brands is not the most recent.
Pillar Graph
DIF
REL
EST
KNO
Power Grid
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The four Brand Pillars that capture key components of brand health are Differentiation, Relevance, Esteem and Knowledge.
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DIFFERENTIATION
A brand's ability to capture attention in the cultural landscape. A powerful driver of curiosity, advocacy and pricing power.
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RELEVANCE
How appropriate and meaningful a brand is to consumers. Drives brand consideration and trial.
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ESTEEM
A measure of how highly regarded a brand is and how well it delivers on its promises. Leads to trial and commitment.
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KNOWLEDGE
The depth of understanding people have of a brand – both its positive and negative information.
Brands are plotted in two dimensions on the power grid: Stature and Strength. The two dimensions capture the relationship of the four Brand Pillars.
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NEW OR UNFOCUSED
Build Awareness and Traction. Must define a clear point of view.
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NICHE OR UNREALIZED
Low Earnings. High Potential.
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MOMENTUM LEADERSHIP
High Earnings. High Potential.
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MASS MARKET
High Earnings. Low Potential.
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ERODED
Seriously challenged, hanging on.