Picking partners.

Partnering with other brands is an

increasingly popular way to cost

effectively differentiate offers and

potentially add brand values or

change images. It is well recognised

that smaller brands often benefit

more from a partnership with a

bigger brand, but it is less clear how

two major brands will benefit. The

Y&R Brand Asset Valuator (BAV)

methodology provides a means

to evaluate potential effects of

partnering between major brands

based on its four pillars of brand

value: differentiation, relevance,

esteem and knowledge.

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