Not all brand assets are created equal

StatBrand & Creativity

Ehrenberg-Bass tested 1,281 brand identity elements across 13 FMCG categories and 19 countries. Brand characters led on uniqueness with 47% scoring highly, followed by logos at 37%. Colours, taglines and pack images scored lowest. The top three asset types for uniqueness are character, logo and typography.

Source

The WARC Guide to brand assets in a hybrid world (2022)

WARC (eds. David Tiltman, Lena Roland, Catherine Driscoll); contributors incl. Jenni Romaniuk & Brooke Klement (Ehrenberg-Bass), Nick Liddell (Baron Sauvage), Adrienne Little (And Rising), David Taylor (the brandgym), David Courtier-Dutton (SoundOut), Panos Dimitropoulos (Kantar), Rachel Barton (Design Bridge), Morten Grubak (Virtue), Elisa Harca (Red Ant Asia)

p. 10; Ehrenberg-Bass Institute, cited via LinkedIn

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