BrandAsset® Valuator

BRANDASSET® VALUATOR

You are looking at just a subset of top brands from the thousands that we continuously measure in our BrandAsset Valuator Database.

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Pillar Graph

Differentiation

DIF

Relevance

REL

Esteem

EST

Knowledge

KNO

Power Grid

The four Brand Pillars that capture key components of brand health are Differentiation, Relevance, Esteem and Knowledge.

  • Differentiation
    DIFFERENTIATION

    A brand's ability to capture attention in the cultural landscape. A powerful driver of curiosity, advocacy and pricing power.

  • Relevance
    RELEVANCE

    How appropriate and meaningful a brand is to consumers. Drives brand consideration and trial.

  • Esteem
    ESTEEM

    A measure of how highly regarded a brand is and how well it delivers on its promises. Leads to trial and commitment.

  • Knowledge
    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.

  1. NEW OR UNFOCUSED

    Build Awareness and Traction. Must define a clear point of view.

  2. NICHE OR UNREALIZED

    Low Earnings. High Potential.

  3. MOMENTUM LEADERSHIP

    High Earnings. High Potential.

  4. MASS MARKET

    High Earnings. Low Potential.

  5. ERODED

    Seriously challenged, hanging on.

Cultural Intelligence