25Years of brand data
BAV® is the world's largest and leading empirical study of brands.
We help our clients not only understand a brand against its category, but also provides insight into its larger role in culture. Developed with academic partners at Columbia, MIT, Dartmouth, and the University of Washington, BAV® uniquely captures the key dimensions that drive brand momentum, advocacy, and financial success in the marketplace.
How it works
BAV® measures brand qualities and metrics that drive marketplace success.
Future growth potential
A brand's ability to capture attention in the cultural landscape. A powerful driver of curiosity, advocacy and pricing power.
How appropriate and meaningful a brand is to consumers. Drives brand consideration and trial.
Current operating value
A measure of how highly regarded a brand is and how well it delivers on its promises. Leads to trial and commitment.
The depth of understanding people have of a brand – both its positive and negative information.
Products & Services
Brand Equity Audit
Measure and understand a brand's strengths, weaknesses, and white space opportunities against category dynamics, helping clients break away and drive deeper consumer passion in culture.
Brand Positioning & Optimization
Uncover your brand's ideal meaning and elevate its role in culture using our proprietary Brand Tensity® framework, which identifies how to activate an optimally balanced brand identity that reflects what a brand looks like at its best.
The only real-time equity model links long-term brand equity building with short-term passion and online behavior. We can uniquely understand brand perceptions, patterns of information sharing and engagement, and how they ultimately drive consumer advocacy in the marketplace.
Partnership & Acquisition Analysis
Identify ideal partners or acquisitions, measure the impact of partnership activations, and sell the power of your brand. Because BAV® brand measures are tied to business metrics, we can uniquely determine sponsorship or acquisition value to your brand.
Determine the power and role of brands across a client portfolio, identifying a cohesive brand identity system. We evaluate and help optimize the relationship between a master brand and sub-brands, bring clarity as where alignment makes the most sense.
Brand & Campaign Tracking
Measure and optimize a brand's positioning over time, including how creative campaigns affects long-term perceptions about the brand. We will identify key performance indicators and benchmark brand equity over time, and relative to peers.
About BAV Group
Y&R's BAV Group is a global strategic consultancy with expertise in corporate, brand and marketing strategies and customer insights. Using BrandAsset® Valuator, a proprietary brand management tool and global database of consumer perceptions of brands, BAV® informs strategic and creative development for clients that drive brand consideration, usage, sales and ultimately, shareholder value.