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Four Pillars of branding that will ensure your Brand is Timeless
4 Pillars of Branding or Brand Asset Valuator Model was originally developed by Young & Rubicon.
It is currently supervised and expanded by BAV Consulting.
The BAV model illustrates how brands evolve, how they could land in trouble and how they can recover from the damage. BAV studies brands on four fundamental measures of equity.
Since 1993, BAV has conducted research consulting of almost 800,000 customers in 51 countries, allowing BAV to truly follow the global brand trends.
4 Pillars of Branding Model
Four Pillars of Branding
There are four main elements/pillars of brand health in the BAV Model.
Each pillar is acquired from various measures that link different aspects of the customer's brand perceptions.
The four pillars track down the progression of a brand’s development
1. Energized Differentiation
2. Relevance
3. Esteem
4. Knowledge
It measures the extent to which a brand creates differentiation from the rest. It is an important condition to ensure a profitable brand building.
It measures the relevance of the brand with regards to consumers and the overall scope of the brand’s potential franchise or penetration.
It measures how much a brand is appreciated and respected. A good brand esteem results to increased customer loyalty.
It measures to what degree the consumers are familiar with the brand. It is basically related to how noticeable a brand is.
4 Pillars of Branding Model - The Power Grid
The BAV Model integrates two macro dimensions into a visual representation known as the Power Grid.
Two Dimensions
BRAND STRENGTH
[Energized Differentiation and Relevance]
BRAND STATURE
[Esteem and Knowledge]
Bottom Left Quadrant
Brands generally come to life in this lower left quadrant, where they first fight to develop uniqueness and serve a purpose of need. i.e. make Relevance & Differentiation and establish their reason for being.
A brand needs to show its differentiation in comparison from other brands.
Top Left Quadrant
In this quadrant, brands have a significant Differentiation and have started to gain Relevance.
According to the leading brands that are in the next upper right quadrant new potential competitors could possibly emerge from here.
Examples - Tesla, Gymshark
Top Right Quadrant
This quadrant has two types of brands :
1. Leadership
The Leadership Quadrant is dominated by brand leaders, those companies that have high levels of both Brand Strength and Brand Stature.
Brands that are old or relatively new can fall in this quadrant, that means brand leadership is a function of the pillar measures and not of the longevity of the brand’s existence.
When properly managed, a brand can build and maintain a leadership position for an indefinite time.
Examples include - Google, KZread, Instagram, TikTok, Red Bull, Johnson & Johnson, Walmart, Amazon, Cadbury, Nike, Gymshark, Starbucks
2. Mass Market
They score high on three pillars except for the pillar of energized differentiation - which starts to decline.
A decline in brand equity is not inevitable. Brands for whom Differentiation (brand strength) has declined can be seen in this very quadrant.
Brands whose Strength has started to fall below the level of their Stature display the first signs of weakness.
Example - Snapchat, Facebook, Netflix, Pepsi, Coca Cola, McDonald's
Bottom Right Quadrant
In this quadrant, brands fail to maintain their Brand Strength i.e. their Relevance and Differentiation begins to fade out and move down into the bottom right quadrant.
These brands become inadequate not in front of just the existing competitors but also to the negative effects of discount price brands.
The are eventually phased out or just survive in the market; burning more cash for the company
Examples - Nokia & Blackberry
This video is on 4 Pillars of Branding Model and it has the following sub-topics.
Time Stamps
0:00 Introduction to The Four Pillars of Branding
0:16 4 Pillars of Branding Model
2:10 4 Pillars of Branding Model - The Power Grid