Gerzema, John; Lebar, Ed; Rivers, Anne - In: Journal of Applied Corporate Finance 21 (2009) 4, pp. 79-88
Since 1993 Young & Rubicam has invested over $130 million in collecting and interpreting data on consumers' perceptions of some 44,000 product and service brands in over 50 countries. At the core of Y&R's research effort is the Brand-Asset® Valuator (or "BAV"), a model that converts the firm's...