Abstract
This paper aims to operationalise Young and Rubicam's brand asset valuator (BAV) in the form of a consumer-based brand equity measure. Brand value is conceptualised as a multidimensional construct of higher-level abstraction relative to its various dimensions consisting of brand differentiation, relevance, esteem and knowledge. This relationship is built employing higher order structured equation modelling on the data collected, and the study concludes that all four dimensions of the BAV are positively correlated and significantly loaded on to two second-order factors, namely brand strength and stature, which load on to a third factor that we term brand value.
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