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As the Group Stage of the 2014 FIFA World Cup draws to a close, so does our Brand Cup powered by BAV. In our last match-up, we have South Korean consumer electronics giant, Samsung, go head-to-head with Belgium's famous pilsner, Stella Artois. It's Game On!
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VS.SOUTH KOREA BELGIUM
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.
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: Samsung (a leader in consumer electronics) vs. Stella Artois (the famous pilsner). It’s Game On!
1All scores shown are based on in-market data
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In the center of the pitch we have South Korea’s high-performing tech-giant Samsung, known for being innovative, upper-class, and progressive, and Belgium’s Stella Artois — a simple, traditional authentic, fun, and social beer brand.
THE LINE UP
is stronger on is stronger on
VS.100 48.6
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:
FIRST HALF
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DIF REL EST KNO
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DIF REL KNO
Samsung is preferred 196% more, has 118% greater loyalty, and has 179% greater pricing power than Stella Artois.
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
AND THE WINNER IS...
SAMSUNG STELLA ARTOIS Samsung dominated in today’s match, easily winning both halves with incredible scores!
In the first half, the tech-giant led with high marks in Differentiation, Relevance, Esteem, and Knowledge.
In the second half, Samsung continued its domination, winning on preference, loyalty, and pricing power.
GOOOOOOOAAAAAAAAAAAL!
Well, at least fans of Stella Artois have a great beer to drown their sorrows in.
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 [email protected]
HOW CAN BAV HELP YOU?
