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

1Scores 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!

1All scores shown are based on in-market data

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Gaining In Popularity

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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

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:

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FIRST HALF

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

BRAND ASSET

DIFFERENTIATION

RELEVANCE

ESTEEM

KNOWLEDGE

PREFERENCE

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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)

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?