At Landor, we know through our BrandAssetTM Valuator
(BAV) research that great brands build on four fundamentals.
• Differentiation. If a brand is not differentiated from its competition,
it has no reason for being.
• Relevance. Without relevance, one might build a niche brand, but if the
brand is not relevant to a sufficiently large audience, it will not become
one of the world’s great brands.
• Esteem. The regard customers have for a brand.
• Knowledge. Customers who are able to actually describe what they believe
the brand stands for. In the end, customers will look at themselves as BMW
drivers, not merely automobile drivers; as a Coke or Pepsi drinker, not a
soda drinker.
The brands that achieve the highest levels across all four fundamental building
blocks become the world’s greatest brands.
