Brand Attributes
- Accessible
- Personal
- Experts
- Proactive
- Valuable
These tools will provide you with more in depth coverage of the AAA Brand Measurement Initiative and the BrandAsset® Valuator.
The lock icon indicates content restricted to "AAA Intranet" use only! BAV Primer
The lock icon indicates content restricted to "AAA Intranet" use only! (.powerpoint version)
The lock icon indicates content restricted to "AAA Intranet" use only! 2004 BAV Report
The lock icon indicates content restricted to "AAA Intranet" use only! BAV Methodology
BrandAsset® Valuator,
Brand
Value
It is very important to measure and assess a company’s brand health and value on a regular basis. The information gathered from this measurement can be used to change necessary directions, allowing one to focus more closely on those areas that require improvement to maintain a healthy brand.
In early 2003, the Brand and Membership department of the National Office contracted with Landor Associates, a leading brand-consulting firm, to assist AAA in measuring our brand health on a yearly basis from an association level. From our work with Landor, a brand measurement tool was adopted and referred to as the BrandAsset® Valuator.
See the BAV Resources panel to obtain tools that will help you to better understand the association brand measurement initiative.
Additional questions regarding
the BrandAsset®
Valuator may be addressed to:
Steve Diedrich
Director, Market Research
(407) 444-7645 or
sdiedrich@national.aaa.com.