Sample Marketing Paper on Brand Asset Valuator

A defining feature of the Brand Asset Valuator (BAV) model is that it provides category-agnostic profiles across a large database of brands. BAV features four key pillars that relate to different aspects of consumers’ brand perceptions. When taken together these pillars reveal brand health.

First, identify the four pillars of the BAV model, and what each measures or relates to about the brand (Reference Chapter 10, Strategic Brand Management textbook).

Second, what type of brands typically have low differentiation and high relevance?

Third, what 2 pillars (ie pillar pattern) do you personally perceive for your group project brand (e.g. High Esteem, Low Knowledge)?