BrandEconomics framework

The BrandEconomics framework combines the Brand Asset Valuator (BAV) and the Economic Value Added (EVA) methodology to measure the economic performance of companies.

BrandEconomics framework

Stern Steward/Young & Rubicam

The BrandEconomics framework is an approach to brand valuation. It combines the Brand Asset Valuator (BAV) (model 13.6) and the Economic Value Added (EVA) methodology to measure the economic performance of companies. The model is applicable to corporate brands which represent at least 80% of a company's total or business-units sales.

A company, business unit or brand generates EVA when it delivers a return in excess of the cost of capital; EVA is therefore a measure of excess return. Deriving the EVA of a company, business unit or brand involves establishing the revenues, costs...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands