The Brand Asset Valuator is a Young & Rubicam proprietary tool. Established in 1991, the BAV is the world's largest global brand model.

Worldover

• Conducted in over 40 countries
• Questions over 4,00,000 respondents
• Covers more than 20,000 brands
• Covers over 500 global brands
• 3 worldwide waves

In India

• Three waves completed (1997, 2003, 2006)
• Third wave covers over 1200 brands
• 4000 respondents questioned
• Covers 12 cities

Why BAV
Brands are no longer competing merely with other brands within their product categories, but also across product categories. In such a scenario, Coke is not just fighting with Pepsi for a 10 year old’s attention, but with potato chips, chocolates and candies too. The marketers therefore need a strategic tool that provides valuable information on how audiences consume brands across categories and also throws predictive light on brand health.

The BAV does just that, with a minefield of cross category information that captures how consumers respond not to category-specific situations, but purely to the connect that the brand makes with their lives. While responding to the BAV questionnaire the consumer is not thinking, about whether a particular brand, say LG, is the most technology savvy brand of air-conditioners. She is thinking about what the brands LG or Voltas make her feel because before answering a question on LG, she has just spoken about a Cadbury's Dairy Milk or a Channel [V].