BAV measures brands on 4 key pillars:
Differentiation
BAV’s Differentiation Pillar examines a brand’s unique meaning, dynamism and energy—what it is that enables it to stand out and capture the attention of consumers. This pillar most relates to brand pricing power, loyalty and cultural currency.
Relevance
BAV’s Relevance Pillar measures the connection brands have to people - how meaningful and relevant they are in the lives of consumers. It is cost-of-entry to brand consideration and market penetration.
Esteem
BAV’s Esteem Pillar captures how a brand lives up to its promise—how highly consumers respect and regard it. Brands held in high esteem are more likely to see repeat usage from consumers.
Knowledge
BAV’s Knowledge Pillar measures the depth of understanding consumers have for a brand and is the culmination of the brand-building process.