Distinctive brand assets
DefinitionBrand Strategy
Distinctive brand assets
The non-name elements a brand owns in memory - colours, logos, characters, sounds, taglines, packaging shapes - that trigger the brand without spelling it out. Judged on fame (how many people link the asset to the brand) and uniqueness (how exclusively). Their job is identification, not differentiation.
Evidence from the library
Distinctive brand assets act as emotional bookmarks that help people find their way back to a feelingPrincipleDistinctive brand assets are Clear, Consistent and CommunicativePrincipleDifferent researchers use different names - distinctive brand assets, fluent devices, brand codes - for what may be the same long-standing identity principles.Warninglogo 1.0 vs sonic 2.3Sonic assets and brand characters build distinctiveness more than logos or celebritiesStat47%Not all brand assets are created equalStat
Put it to work
Source
Marketing Definitions
Jenni Romaniuk, Building Distinctive Brand Assets (2018)
More from this source
DefinitionMarket penetrationDefinitionMental availabilityDefinitionPhysical availabilityDefinitionBrand salienceDefinitionCategory entry points (CEPs)DefinitionBrand equityDefinitionBrand positioningDefinitionBrand architectureDefinitionBrand awarenessDefinitionMarket shareDefinitionFuture demandDefinitionValue proposition
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