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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.
JAPAN COLOMBIA
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: Sony (the legendary electronics multinational) vs. Avianca
(national airline of Colombia). But enough talk…it’s game on!
1
All scores shown are based on in-market data
PercentDifference
GoodValue
UpperClass
Energetic
Dynamic
Social
CaresCustomers
Leader
Glamorous
Trustworthy
Distinctive
Trendy
Daring
UpToDate
Simple
Stylish
WorthMore
Unique
BestBrand
Intelligent
Helpful
Innovative
Charming
HighPerformance
Friendly
Progressive
Traditional
SociallyResponsible
DowntoEarth
Both teams possess a powerful set of attributes. Sony, known as a high performance,
progressive brand, will battle against the value-oriented yet still upper class, dynamic and
distinctive Avianca, a leader in the airline industry.
THE LINE UP
is stronger on is stronger on
0%
50%
100%
150%
200%
300%
250%
350%
400%
VS.99.6
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
96% 97% 98%
87%
99%100% 98%
93%
99.2
FIRST HALF
Avianca is preferred 39% more, has
60% greater loyalty, and commands
94% stronger pricing power than Sony.
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
BRAND ASSET
DIFFERENTIATION
RELEVANCE
ESTEEM
KNOWLEDGE
PREFERENCE
LOYALTY
PRICING POWER
Technologically savvy Sony lead the first
half with greater Relevance and Knowledge,
but it was neck-and-neck with Avianca on
Differentiation and Esteem.
In the second half of this extremely close
match, Avianca’s superior score on pricing
power, loyalty and preference contributed to a
multi-goal win over its opponent. It effectively
shut down its electronic rival.
GOOOOOOOAAAAAAAAAAAL!
Avianca shoots and soars!
AND THE WINNER IS...
SONY AVIANCA
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?

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Y&R Brand Cup - Game 5 (Sony vs. Avianca)

  • 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. JAPAN COLOMBIA
  • 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: Sony (the legendary electronics multinational) vs. Avianca (national airline of Colombia). But enough talk…it’s game on! 1 All scores shown are based on in-market data
  • 3. PercentDifference GoodValue UpperClass Energetic Dynamic Social CaresCustomers Leader Glamorous Trustworthy Distinctive Trendy Daring UpToDate Simple Stylish WorthMore Unique BestBrand Intelligent Helpful Innovative Charming HighPerformance Friendly Progressive Traditional SociallyResponsible DowntoEarth Both teams possess a powerful set of attributes. Sony, known as a high performance, progressive brand, will battle against the value-oriented yet still upper class, dynamic and distinctive Avianca, a leader in the airline industry. THE LINE UP is stronger on is stronger on 0% 50% 100% 150% 200% 300% 250% 350% 400%
  • 4. VS.99.6 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 96% 97% 98% 87% 99%100% 98% 93% 99.2 FIRST HALF
  • 5. Avianca is preferred 39% more, has 60% greater loyalty, and commands 94% stronger pricing power than Sony. 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 Technologically savvy Sony lead the first half with greater Relevance and Knowledge, but it was neck-and-neck with Avianca on Differentiation and Esteem. In the second half of this extremely close match, Avianca’s superior score on pricing power, loyalty and preference contributed to a multi-goal win over its opponent. It effectively shut down its electronic rival. GOOOOOOOAAAAAAAAAAAL! Avianca shoots and soars! AND THE WINNER IS... SONY AVIANCA
  • 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?