On Building Distinctive Brand Assets

Via Byron Sharp:

Understanding, Identifying and Building Distinctive Brand Assets
This post is part of a continuing series of guest posts. Jenni Romaniuk is an Associate Research Professor of Brand Equity, Ehrenberg-Bass Institute, University of South Australia. (See also their blog for more commentary and more papers)

This post is a summary of an Ehrenberg-Bass Institute corporate member report written in conjunction with Nicole Hartnett, Research Associate at the Ehrenberg-Bass Institute. Distinctive assets are non brand-name elements that are able to evoke the brand in the memory of consumers. Some of the most famous examples include the Nike ‘swoosh’, the Aflac duck and Mastercard’s priceless advertising. All of these elements are able to represent their brand name without needing any other prompting ... "