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.”