Page 270 - Marketing Management

CREATING BRAND EQUITY | CHAPTER 9 247

By plotting a representative group of brands’ scores for both strength and stature, this matrix derived from the BrandAsset Valuator shows an |Fig. 9.2|
accurate picture of a brand’s status and overall performance.
The Universe
These brands have low brand strength but high These brands have become irresistible,
potential. They have built some energy and combining high brand strength with high brand of Brand
relevance, but are known to only a relatively stature. They have high earnings, high margin
small audience. Consumers are expressing power, and the greatest potential to create Performance
curiosity and interest. future value.
Source: Young & Rubicam
Pixar Nike Microsoft BrandAsset Valuator.
HIGH IKEA Ninetendo Wii Dr. Pepper Target
Crocs Wikipedia LG Apple GE
Harley-Davidson
AMD Toyota
Mini Cooper iPhone Amazon
Pom TiVo Netflix Adidas Xerox Tylenol
Tazo Lindt SanDisk BlackBerry Verizon
DirecTV
Glacéau Palm Nikon
Vitamin Patagonia NICHE/MOMENTUM Xbox Kodak LEADERSHIP Burger King
Lenovo
Water
Method
Advil
NASCAR
Grameen Bank
Facebook
Blockbuster
STRENGTH Energized Differentiation and Relevance Zara Shiseido Moet & Chandon Silk Soymilk NBA Nordstrom AOL Bausch & Lomb Staples
Absolut
Red Bull
Autotrader
Denny´s
Garnier
Bank of America
Kayak.com
Lacoste
Flickr
BitTorrent NEW/UNFOCUSED Kia Michelob Sprint American Airlines Gerber
Napster Viacom ERODING/DECLINING H&R Block
Second Life
Vespa Finesse
Vonage Taster´s Choice Midas
Joost Century 21 Greyhound
Camper Dristan
Prudential
Schlitz Diners Club Efferdent Alpo
LOW HIGH
STATURE
Esteem and Knowledge
These brands, with both low brand stature These brands show why high brand stature by
and low brand strength, are not well known itself is insufficient for maintaining a leading
among the general population. Many are new position. They struggle to overcome what
entrants; others are middling brands that have consumers already know about and expect
lost their way. from them.

Strong relationship/ |Fig. 9.3|
Nothing else beats it Bonding High share of category expenditure
BrandDynamics™
Does it offer something Advantage Pyramid
better than the others?
Source: BrandDynamics™ Pyramid. Reprinted with
permission of Millward Brown.
Can it deliver? Performance

Does it offer Relevance
me something?

Do I know Presence
about it? Weak relationship/
Low share of category expenditure