Wunderman

Brand Experience/Scorecard®

Wunderman Brand Experience/Scorecard®

The Wunderman Brand Experience/Scorecard® is a large-scale consumer research initiative that uses new metrics to better understand brand health. It's an extension of the Young & Rubicam's BrandAsset® Valuator (BAV), which analyzes brands based on consumer perception.

The Scorecard started with the simple premise that a brand is the collective sum of consumers' experiences with it. This view differs from the traditional, in which "brand" is the ultimate way to differentiate one product from another. Instead, the Wunderman Brand Experience/Scorecard® places the consumer smack in the center of the branding puzzle, analyzing consumers’ actual experiences with the brands they use.