It's the moment of truth...in a few hours the US goes up against Germany in The World Cup. But first, it's Game 6 of Y&R's Brand Cup powered by BAV. In this match-up, we pit Apple against BMW. Which brand will come out on top? Game on!

1. VS.
USA GERMANY
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.

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: Apple (the revolutionary electronics giant) vs. BMW (“The Ultimate
Driving Machine”). It’s Game On!
1
All scores shown are based on in-market data

3. 0%
25%
50%
75%
100%
175%
250%
125%
200%
150%
225%
PercentDifference
UpperClass
Prestigious
Traditional
Dynamic
Energetic
Different
Trendy
Stylish
Highquality
HighPerformance
SociallyResponsible
Progressive
Original
Reliable
Distinctive
Trustworthy
Simple
Social
Helpful
GoodValue
WorthMore
Visionary
Leader
Friendly
GainingInPopularity
CaresCustomers
Straightforward
Intelligent
Unique
Fun
Authentic
DowntoEarth
One one side of the pitch we have the Cupertino-based giant that made technology simple,
social, and helpful for the masses — a true visionary leader. It’s high-performing, German-
engineered, opponent is seen as upper-class and prestigious, and gives Apple a run for its
money on trendiness and style.
THE LINE UP
is stronger on is stronger on

4. VS.99.9 99
The higher the Brand Asset score,
the stronger the brand is in its cultural “brand landscape.”
BRAND ASSET SCORE BRAND ASSET SCORE
100
80
60
40
20
0
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
FIRST HALF
100% 100%
93%
74%
99% 99%
94%
89%

5. Apple is preferred 167% more,
has 64% greater loyalty, and
commands 52% stronger pricing
power than BMW.
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
APPLE BMW
DIFFERENTIATION
RELEVANCE
ESTEEM
KNOWLEDGE
PREFERENCE
LOYALTY
PRICING POWER
These two iconic brands fought
hard, tying on overall Brand
Asset score, Differentiation, and
Esteem. BMW kept the pedal to
the metal, but was overtaken
by Apple’s superior scores in
the second half. The crowd was
won over by the cutting-edge
consumer electronics giant,
leaving BMW’s fans in the dust.
GOOOOOOOAAAAAAAAAAAL!
AND THE WINNER IS...

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?