Distinctive Brand Assets
Research & Measurement
Distinctive Assets are the key to brand growth
Brand assets are a driving force in brand sales. A strong set of assets makes more people think about the brand more often – which dramatically increases its presence in the consideration set. More specifically, owning powerful brand assets helps to:
A brand asset is anything that can trigger the brand in consumer memory. The most widely used brand assets in marketing are logo’s and symbols (Nike’s swoosh), slogans (McDonald’s “I’m lovin’ it”), packaging shape (Coca Cola’s bottle), color (Cadbury’s purple), music, sounds and jingles (Kit Kat’s ‘Give me a Break’), advertising execution (Mastercard’s recurring priceless campaign), characters (Ferrero’s Kinder boy) and celebrities (Gillette’s many athelete’s endorsements).
Unravel’s Brand Asset Monitor uses evidence based consumer research methods to determine the respective Fame and Uniqueness of your brand’s assets. The methodology can be reliably conducted through online surveys. Projects can be done swift and affordable.
Doing brand asset research is especially worthwhile when:
The results of a brand asset test are highly practical and give immediate strategic direction. Based on their performance on Fame and Uniqueness, each asset is categorized in one of four quadrants with a specific recommendation on how to go forward: ‘Ignore or Test’, ‘Avoid Solo Use’, ‘Investment Potential’ and ‘Use or Lose’.
“The Neuro Research proved to be very valuable to us. We made a deliberate choice for neuromarketing research. We don't want socially accepted answers, we want real insights.”
Measuring brand assets gives insight into what makes your brand distinctive in the customer’s mind. Different brands have different reasons to monitor brand assets, among others:
Brand asset research measures each asset’s respective score on Fame and Uniqueness.
Fame is the proportion of people who link your brand to the asset.
Uniqueness is the proportion of responses your brand gets relative to competitors.
Together, Fame and Uniqueness provide strategic guidance on how to move forward with each asset. It points to which course of action will enable the asset to achieve its highest potential for the brand: use it as is, invest in its exposure, make the asset more distinctive or discard it.
The importance of mental availability has been empirically established by Byron Sharp and described in his book How Brands Grow (Sharp, 2016). Mental availability increases the likelihood of the consumer noticing, recognizing and thinking of your brand in a buying situation. Your brand assets’ Fame and Uniqueness are the building blocks of mental availability.
Development of the methodology:
Romaniuk, J., & Nenycz-Thiel, M. (2014). Measuring the Strength Of Color Brand-Name Links: The Comparative Efficacy Of Measurement Approaches. Journal of Advertising Research, 54(3), 313-319.
The importance of mental availability:
Sharp, B. (2016). How brands grow. Oxford University Press.
Depending on your research objective, you can measure brand asset strength once or multiple times.
One-time brand asset measurement
Recurring brand asset monitoring
Regular brand asset projects are completed within the same week.
Assets can include: