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Eduncle posted an MCQ
October 15, 2019 • 15:30 pm 0 points
  • UGC NET
  • Management

Evaluate the statements according to Brand Asset Valuator Model of Brand Equity :

Evaluate the statements according to Brand Asset Valuator Model of Brand Equity : Statement (I) : Knowledge measures the degree to which a brand is seen as different from others as well as its pricing power. Statement (II) : Esteem measures perceptions of quality and loyalty or how well the brand is regarded and respected.

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    Eduncle Best Answer

    Statement (I) is incorrect while Statement (II) is correct
    Brand Asset Valuator - BAV Model to measure Brand Equity (Philip Kotler)
    Advertising agency Young and Rubicam (Y&R) developed a model of brand equity called Brand Asset Valuator (BAV). Based on research with almost 200,000 consumers in 40 countries, BAV provides comparative measures of the brand equity of thousands of brands across hundreds of different categories. There are four key components-or pillars- of brand equity, according to BAV.
    1. Differentiation measures the degree to which a brand is seen as different from others.
    2. Relevance measures the breadth of a brand's appeal.
    3. Esteem measures how well the brand is regarded and respected.
    4. Knowledge measures how familiar and intimate consumers are with the brand.

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