A study by the Ehrenberg-Bass Institute, based on 1,281 elements across 13 FMCG categories in 19 countries, reveals clear insights into which brand assets are most likely to stand out.
The top three assets in terms of average consumer ownership are:
– Character
– Logo
– Typography
These assets are more likely to be strongly linked to a single brand in consumers’ minds, making them powerful tools for building distinctiveness.
Interestingly, elements like product form, pack design, tagline, and color often used in branding ranked lower in uniqueness.
Source: Ward et al. (2020), Journal of Brand Management, Vol. 27, Issue 4
