Top Story

e4m_logo.png

Home >> Advertising >> Article

Rediffusion DYR re-launches Brand Asset Valuator with new metric, ‘Energy’

05-March-2007
Font Size   16
Share
Rediffusion DYR re-launches Brand Asset Valuator with new metric, ‘Energy’

Rediffusion DY&R has re-launched its propriety brand asset study, Brand Asset Valuator (BAV), with an evolved new metric – ‘Energy’ – which will accurately measure a brand’s future value based on its momentum. A brand with high energy is statistically linked to consumer usage, loyalty and pricing power, which are aspects of the brand that drive value for an enterprise.

According to the study, some of the top line ‘energised brands’ in India include Titan, Maruti 800, Hero Honda CBZ, Bajaj Pulsar, Frooti, Nokia, Pond’s, MTR and the nation’s favourite game – cricket.

John Gerzema, Chief Strategy Officer, Young & Rubicam Brands, who demystified ‘Energy’, said, “Energy is a forward looking metric of a brand’s performance. The brand with ‘energy’ is able to actively engage the consumer on its own terms.”

He further said, “The marketplace, especially in India, is changing at an extraordinary pace and our metrics need to reflect these new realities. In a global market, brands with Energy are the brands we notice. Stationary brands are invisible, while a brand in motion is a performing brand. Our understanding of how to build, sustain and measure this brand momentum is critical to the financial success of our client partners.”

Energy is the consumer perception of motion and direction, the ability of a brand to adapt, evolve, invent and even create ‘future needs’ for consumers. The new metric has been developed in conjunction with the faculty from the Columbia University and the University of Washington Business Schools, Rediffusion DY&R in partnership with Y&R.

By looking at brands by using the new metric, Rediffusion DY&R is aiming at understanding the brands as an active market force by capturing dimensions of evaluation, which many a times is overlooked by conventional brand equity metrics.

Mahesh Chauhan, President, Rediffusion DY&R, said, “At Y&R, we believe in partnering our clients not only in communication but also in holistic brand building, which includes brand valuation. We are the only agency to have a brand valuator which ensures that our vision for the brand moves in sync with the clients’ vision.”

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking