Enhanced BAV Becomes WPP's Primary Brand Research Platform
- by Steve McClellan @mp_mcclellan, April 30, 2021
Years ago, Young & Rubicam -- now part of WPP’s VMLY&R -- developed the Brand Asset Valuator (BAV), a consumer research platform used to assess brand equity, health, vitality and numerous other brand-related metrics.
The agency worked with Columbia Business School, MIT, Dartmouth and the University of Washington to develop …
