Camel Essay

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BRAND ASSET VALUATOR –Measuring Brand value
D. Sasikala M.B.A., M.Com, M.Phil, NET, Ph.D.
Assistant Professor,
Department of Business Administration,
Auxilium College for Women,
Vellore- 6.


Dr. M .Anbalagan, M.Com., M.B.A.,M.Phil., Ph.D.,
Associate Professor & Head
Post Graduate and Research, Department of Commerce,
Voorhees College,
Vellore - 632001.
Brand Asset ValuatorYoung & Rubicam’s BrandAsset Valuator(BAV®) model Tool Kit
“A product is something made in a factory; a brand is something that is bought by a customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless.”
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A brand is the most valuable asset a company can own. It can also be the most confounding because, while products have a tangible, physical reality, brands are all about perceptual reality. Brands exist in the minds and hearts of consumers.. Brand has 6 elements namely physical appearance, brand personality, culture, relationship, customer reflection, consumer self-image.

According to J. Kapferer, brand identity could be de-fined by answering the following questions:
- What is the aim and individual vision of a brand?
- What makes a brand distinguished?
- How satisfaction could be achieved?
- What is brand’s equity?
- What are brand competence, validity and legitimacy?
- What are the features of its recognition?

it could be claimed that the conception of brand identity includes the uniqueness, earning, aim, values, and personality and provides a possibility to position the brand better, and, thus, achieve the competitive advantage.

Sources of Brand Identity:
Personage (emblem)
Visual Symbols and Logotypes
Brand developer
Communication together with its content and form
Brand Asset valuator – developed by Young & Rubicam
Brand Asset Valuator measures the value of a brand where it is created: in people’s hearts and minds. It provides a diagnostic framework to help the company’s build, leverage, and maintain their brands. Brands - independent of their product category - develop in a very specific

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