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CHINESE NEW YEAR
Y&R | BAV
年年有魚來
福
步步笙蓮開
福
February19th, 2015marks the start of the Year of the Goat.
The Chinese New Year honors centuries’ old traditions and myths and is the longest and most important celebration in the Chinese calendar. The color red is predominantly displayed as it symbolizes good fortune and joy. In the Chinese culture, each animal zodiac sign has different personalities, strengths, and weaknesses. In honor of Chinese New Year, we used Y&R’s BrandAsset Valuator® (BAV®) –
our proprietary brand management tool and global database of consumer perceptions of brands – to explore what brands share the same characteristics as found in the Year of the Goat.
Examining zodiac signs can reveal traits and possible futures for people, just as BAV data can be used to discover new facets of a brand’s identity and its future potential.
THE BAV MODEL
Y&R | BAV
THE PILLARSDIFFERENTIATION a brand's unique meaning, dynamism, and energy
RELEVANCE how meaningful a brand is in the life of a customer
ESTEEM consumers' respect and regard for a brand
KNOWLEDGE the depth of understanding consumers have
The BAV model is based on four pillars of brand heatlh. By analyzing a brand’s performance on each pillar (derived by consumer responses), we can learn about the strength and future success of a brand.
Arrogant Authentic
Best Brand Carefree
Cares Customers Charming
Daring
Different
Distinctive
Down to Earth
Dynamic
Energetic
Friendly
Fun
Gaining In Popularity
Glamorous
Good Value
Healthy Helpful
High Performance
High Quality Independent
Innovative Intelligent
Kind Leader Obliging
Original Prestigious
Progressive
Reliable
Restrained
Rugged
Sensuous
Simple
Social
Socially Responsible
Straightforward
Stylish
Traditional
Trendy
Trustworthy
Unapproachable
Unique Up To Date
Upper Class Visionary
Worth More
BAV also measures brands on a set of 48 image and personality attributes based on how consumers perceive brands.
BAV uses this imagery to understand the “hows” and “whys” of brand equity and to help a brand determine the best positioning opportunities, as attributes can impact Differentiation, Relevance, or both.
Inspired by classic Chinese zodiac signs, we determined a “Year of the Goat” personality through the lens of BAV imagery.
“GOAT BRANDS”
Y&R | BAV
年年有魚來
福
步步笙蓮開
福
Though not as highly regarded as the Dragon or as flashy as the Tiger or Monkey, the Goat is simple, reliable, straightforward, kind, and charming.
For a brand this is an admirable profile, but one that has plenty of room to become more dynamic. “Goat brands” tend to be more Relevant than Differentiated because their attributes indicate they have meaning in our lives, but aren’t considered “irresistible.”
“Goat brands” are perceived as being easily substituted for another brand, i.e. “We’re out of paper towels,” not “Go pick up some Bounty.”
DIF REL
RELEVANCE > DIFFERENTIATION
Uniqueness has faded, price or convenience dominant reason to buy: commodity
BREAKAWAY GOAT
Y&R | BAV
A one-dimensional “Goat brand” like Lipton is seen as functional, but lacks emotional qualities. Lipton is seen as less Distinctive, Innovative, and Trendy compared to others in its category, with less Differentiation.
BAV shows us that Differentiation is the leading indicator of future financial growth. So what attributes can “Goat brands” embrace to drive their Differentiation?
Well, a brand like Disney has all the “Goat” attributes, but also delivers on forward-thinking traits making it more Differentiated. It’s ranked in the top one percent of brands seen as Visionary, Dynamic, Innovative, and Social, and top two percent of brands seen as Energetic, and Socially Responsible. Disney adds adventure to its already approachable brand making it one of the strongest brands in our culture.
年年有魚來
福
步步笙蓮開
福
THE BAV ZODIAC
Y&R | BAV
年年有魚來
福
步步笙蓮開
福
We used the same process of matching attributes to create a quick snapshot of the full Chinese zodiac.
MOUSE
OX
TIG
ER
PIG
DOG
ROOSTER
MONKEY
GOAT
HORSESNAKE
DRAG
ON
RABBIT
MOUSE friendly, simple
PIG good value, independent
DOG social, energetic
ROOSTER
TIGER
RABBIT
DRAGON
SNAKE
HORSE
GOAT
MONKEY
dynamic, high performance
daring, sensuous
stylish, trendy
reliable, charming
prestigious, innovative
authentic, leader
distinctive, rugged
obliging, helpful
OX straightforward, down to earth
yr.com/BAV
@YR_BAV
BAV takes a deep dive into a brand's personality by understanding how consumers perceive the brand in our culture. This allows Y&R to strategically diagnose and build compelling brands – positioning them for growth and financial success.