It's Game 2 of Y&R's Brand Cup powered by BAV! In just a few hours, England takes on Italy, so we pit British chocolate king Cadbury in a head-to-head match with iconic Italian eyewear manufacturer Ray-Ban. Which brand will come out on top? Game on!

1. This summer’s World Cup promises to be the most engaging
and exciting sporting event yet. Thirty-two countries will go
head to head to earn football’s top honor in what’s sure to be
the most watched sporting event in history.
And while we can’t predict for sure who’ll win, Y&R created
its own Brand World Cup tournament using our BrandAsset®
Valuator (BAV) data to celebrate the competing countries
through culturally significant brands.
BAV is the world’s longest-running quantitative study of
brands— actively tracking 50,000 brands in hundreds of
categories in 51 countries.
VS.
ENGLAND ITALY

2. 1
Scores are based on in-market data
HOW WE DID IT
First, we worked with our local offices to find leadership brands that shared the
same “persona”— similar attributes— as their native countries. For instance,
BAV data shows Spain is seen as Unique, Trustworthy, Friendly and Stylish.
Attributes that are also shared by the popular clothing retailer Zara.
Then, using our wealth of BAV brand data,1
we compared the hometown hero
brands on various metrics in a head to head matchup.
This matchup: Cadbury (chocolate king) vs. Ray-Ban (iconic eyewear
manufacturer). But enough talk…it’s game on!
1
All scores shown are based on in-market data

3. 0%
50%
100%
150%
200%
300%
400%
500%
600%
700%
PercentDifference
UpperClass
Rugged
Prestigious
Stylish
Glamorous
Trendy
Dynamic
Different
Innovative
Charming
GainingInPopularity
Daring
Intelligent
Energetic
Visionary
Unique
UpToDate
Authentic
Fun
Simple
Sensuous
GoodValue
BestBrand
DowntoEarth
Friendly
Trustworthy
WorthMore
Traditional
Reliable
Highquality
Social
CaresCustomers
Kind
Leader
HighPerformance
Original
Healthy
Ray-Ban, regarded for its prestige and timeless aesthetic, scores highest on Upper Class,
Rugged, Prestigious and Stylish. Cadbury is respected for its rich heritage and charismatic
persona. This diversity of attributes is a source of strength for the brand: Cadbury places in
the top 2% of brands (out of 1,300) on Leader and is the No. 1 on Best Brand in the UK.
THE LINE UP
is stronger on is stronger on

4. VS.98.8 97.8
The higher the Brand Asset score,
the stronger the brand is in its cultural “brand landscape.”
BRAND ASSET SCORE BRAND ASSET SCORE
First we looked at a brand’s Brand Asset score—
their overall performance score based on four key pillars:
DIFFERENTIATION: Examines a brand’s unique meaning, dynamism and energy—
what it is that enables it to stand out and capture the attention of consumers.
RELEVANCE: Measures the connection brands have to people—how meaningful
and relevant they are in the lives of consumers.
ESTEEM: Captures how a brand lives up to its promise—how highly consumers
respect and regard it.
KNOWLEDGE: Measures the depth of understanding consumers have for a brand,
and is the culmination of the brand-building process.
Then we dug deeper to explore how the brands stacked
up on each pillar:
DIF REL EST KNO
100
80
60
40
20
0
74%
99% 99% 99%
96% 90% 96%
79%
FIRST HALF

5. Cadbury is preferred 20% more
and commands 64% greater pricing
power than Ray-Ban. The brands
are neck-and-neck on loyalty.
While a Brand Asset score can show a brand’s overall position in the marketplace,
brand advocacy levels are also important for measuring a brand’s cultural relevance
and strength.
PREFERENCE
PRICING POWER
LOYALTY
SECOND HALF

6. BRAND ASSET
DIFFERENTIATION
RELEVANCE
ESTEEM
KNOWLEDGE
PREFERENCE
LOYALTY
PRICING POWER
Ray-Ban came out strong in the first
half showcasing an impressive
Differentiation score — the leading
indicator of a brand’s future growth.
But, Cadbury dominated on Relevance,
Esteem and Knowledge shifting the
game’s momentum.
Although both brands have loyal fan-
bases, Cadbury’s supporters gave their
brand the upperhand on preference
and pricing power — outperforming the
short-lived intensity brought by Ray-
Ban.
GOOOOOOOAAAAAAAAAAAL!
AND THE WINNER IS...
CADBURY RAY-BAN
Choc up a win for Team Chocolate!
(sorry for the pun)

7. Like any good coach, BAV can help build your brand’s strength, resilience and stamina to get you to
win big in the marketplace.
BAV is a brand management tool with 72 universal metrics, the ability to not only be diagnostic but
prescriptive, and provides insights about how to build stronger brands.
BAV looks at brands beyond the confines of their categories to identify and understand the roles
they play in our culture, in order to build a strategic framework that helps drive marketplace
performance.
If you’d like to find out more about how BAV and Y&R can help your brand, visit yr.com/bav or email
BAV@yr.com
HOW CAN BAV HELP YOU?