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Brand World Cup - Game 4 (Nestle vs. L'Oreal)
1. This summer’s World Cup promises to be the most engaging
and exciting sporting event yet. Thirty-two countries will go
head to head to earn football’s top honor in what’s sure to be
the most watched sporting event in history.
And while we can’t predict for sure who’ll win, Y&R created
its own Brand World Cup tournament using our BrandAsset®
Valuator (BAV) data to celebrate the competing countries
through culturally significant brands.
BAV is the world’s longest-running quantitative study of
brands— actively tracking 50,000 brands in hundreds of
categories in 51 countries.
VS.
SWITZERLAND FRANCE
2. 1
Scores are based on in-market data
HOW WE DID IT
First, we worked with our local offices to find leadership brands that shared the
same “persona”— similar attributes— as their native countries. For instance,
BAV data shows Spain is seen as Unique, Trustworthy, Friendly and Stylish.
Attributes that are also shared by the popular clothing retailer Zara.
Then, using our wealth of BAV brand data,1
we compared the hometown hero
brands on various metrics in a head to head matchup.
This matchup: Nestlé (one of the world’s largest food companies) vs. L’Oréal
(world leader in beauty). But enough talk…it’s game on!
1
All scores shown are based on in-market data
4. VS.97.6
The higher the Brand Asset score,
the stronger the brand is in its cultural “brand landscape.”
BRAND ASSET SCORE BRAND ASSET SCORE
First we looked at a brand’s Brand Asset score—
their overall performance score based on four key pillars:
DIFFERENTIATION: Examines a brand’s unique meaning, dynamism and energy—
what it is that enables it to stand out and capture the attention of consumers.
RELEVANCE: Measures the connection brands have to people—how meaningful
and relevant they are in the lives of consumers.
ESTEEM: Captures how a brand lives up to its promise—how highly consumers
respect and regard it.
KNOWLEDGE: Measures the depth of understanding consumers have for a brand,
and is the culmination of the brand-building process.
Then we dug deeper to explore how the brands stacked
up on each pillar:
DIF REL EST KNO
100
80
60
40
20
0
88% 87%
95% 92%
98% 98% 98%
94%
98.3
FIRST HALF
5. L’Oréal is 49% more preferred
and has 67% greater loyalty
than Nestlé, while Nestlé has 13%
greater pricing power.
While a Brand Asset score can show a brand’s overall position in the marketplace,
brand advocacy levels are also important for measuring a brand’s cultural relevance
and strength.
PREFERENCE
PRICING POWER
LOYALTY
SECOND HALF
6. BRAND ASSET
DIFFERENTIATION
RELEVANCE
ESTEEM
KNOWLEDGE
PREFERENCE
LOYALTY
PRICING POWER
This match was a close one! The smart Swiss
multi-national and the sensuous French
company were well-liked and tied on overall
Brand Asset score. However, with its wide
arsenal of food and beverage products,
Nestlé’s brand had the slight edge on
Differentiation, Relevance and Knowledge.
In the second half, L’Oréal rebounded with
greater preference and loyalty from its French
fans. However, Nestlé scored the winning
goal with its higher pricing power, so “brains”
triumphed over “beauty” in this match-up!
GOOOOOOOAAAAAAAAAAAL!
AND THE WINNER IS...
NESTLÉ L’ORÉAL
7. Like any good coach, BAV can help build your brand’s strength, resilience and stamina to get you to
win big in the marketplace.
BAV is a brand management tool with 72 universal metrics, the ability to not only be diagnostic but
prescriptive, and provides insights about how to build stronger brands.
BAV looks at brands beyond the confines of their categories to identify and understand the roles
they play in our culture, in order to build a strategic framework that helps drive marketplace
performance.
If you’d like to find out more about how BAV and Y&R can help your brand, visit yr.com/bav or email
BAV@yr.com
HOW CAN BAV HELP YOU?
