BAV is back at Rediffusion Y&R!

Anyone’s aware about a Brand Asset Valuator (BAV)? To the new generation of advertising professionals this sure is a new concept and many would be hearing it for the first time. But in reality it is not. About 15 years ago it used to be in vogue in India and still is used in about 50 countries by Young & Rubicon (Y & R) that is the inventor. So to put matters straight, BAV is a research-based toolkit that examines how a brand is perceived by consumers across 48 different attributes. Some of these are - is the brand trustworthy, unique, daring, friendly, high quality and innovative. This information is then utilized to study the actual consumer behavior based on the frequency of use and preference which in turn helps to plot the brand's position on a power grid. BAV allows Y&R and its clients to determine where a brand stands, how it fares against competition and formulate strategies accordingly. BAV also helps to find out a particular brand's relationship with its company, category and consumer group and the demographic segments.  

 

So why is it making news now? The fact that it has made a comeback nearly a decade after its initial launch date in India the BAV is back at advertising agency Rediffusion Y&R.

 

The first round of research for the relaunch of BAV in India has studied over 1,350 brands across 100-plus categories like telecom, FMCG and consumer durables. Says Arun Nanda, chairman & managing director, Rediffusion Y&R, "In 2003 it was a test case. The shortcoming at the time was the sample size was not robust enough. The funds allocated towards it were possibly inadequate." This time around the sample stands at over 4,800 consumers from across the country. "Last year was Rediffusion's best financial year in its history and we have decided that we need to reinvest some of those funds in our business. We've spent as much as was needed," adds Nanda. Rediffusion Y&R has setup a dedicated team of 27 people who have been trained on the tool over the last year and a half. 

 

Globally, BAV has invested approximately $150 million in studying 40,000 brands across 50 countries since its inception. Rediffusion Y&R plans to invest for research on Indian brands every year. 

 

Peter Stringham, chairman & CEO, Young & Rubicam Group believes the tools appeal lies in that it's not category-specific but considers brands the way consumers receive them. The BAV data shows one a brand's health across attributes that the consumers actually value.

 

Says Gautam Talwar, chief strategy officer Rediffusion Y&R, “BAV will tell you whether people believe your product is superior to the competitor's. It will identify your brand's life stage, analyse its strengths and weaknesses and suggest a direction in formulating the right strategy."