METRICS OF BRAND PERFORMANCE
The Brand Asset Valuator (BAV) is a system that measures the positioning of different brands and categories as well as their development. BAV is a tool created by Young & Rubicam. It postulates that brands develop in the consumer’s mind following the stages of differentiation, relevance, esteem, and familiarity. Additionally, BAV measures another 70 brand metrics and more than 200 consumer metrics.