An in-depth analysis of the BAV illuminates the following:
- The health of your brand in comparison to the category health
- Future direction that your brand is likely to take
- Comparing intra category brand health including quasi categories that your brand may need to be seen as a part of. For example, an analysis for a telecom player may go beyond looking at the telecom sector to gain insights on youth, technology, or lifestyle products and services
- Studying Global Brand Equity of your brands or competing brands
- Key image drivers of your category and that of chosen quasi categories
- Brand health across psychographic and demographic consumer segments
- Specific image and personality perceptions across consumer segments
- Definition of the problematic, key and future opportunity target audience for your brand
- Learning from Power brands
- Understanding, across categories, what brands do, the consumer see your brand most similar to and different from
- The key brand task
Hence, the BAV is an ideal tool for advanced brand analysis such as
- Managing Brand Portfolios
- Feasibility Studies
- Breaking into new markets (geographic)
- Breaking into new consumer segments
- Brand extensions
- Positioning / Repositioning exercises
- Archetypes
- Brand Alliances
- Understanding Target Audience Landscape
- Global Brand Studies