Ipsos B&A Brand Distinctive Assets Overview

As people, we all have expectations of brands, whether we are aware of having them or not. These are influenced both by the experiences we have of a brand and the different brand expressions we are exposed to – whether those are brand communications or the way the brand looks on shelf and online, and how it presents itself to the world via brand logos, taglines and much more.  

These elements, often known as Distinctive Brand Assets (DBAs), are key elements in a marketer’s toolkit as they facilitate intuitive decision-making and attract attention for a brand, whether that is on shelf, online or in communications. They help to give consumers an overall picture of what the brand is and what it can do.  

The strongest assets have an instinctive, efficient and fluent connection to your brand: Distinctiveness reduces the need to think, making life easier for consumers. 

Understand your assets with Ipsos B&A in the “age of infinite content” 

Distinctive Brand assets are even more crucial and valuable as content creation becomes infinite and attention more finite. The human brain is craving more cognitive shortcuts, and the battle for attention moves from share of voice to share of memory.  Distinctive brand assets will: 

• help brands cut through the AI & Content explosion 

• create consistent recognition in a multi-touchpoint world 

• act as a stable anchor for your brand while content flexes 

Ipsos B&A works with brand owners to audit their existing assets by identifying any which are ‘gold standard’: the hero assets with a unique and implicit link to the brand and assessing which assets have the potential to become truly distinctive brand assets through further amplification to strengthen brand linkage.  

A distinctive brand asset audit will: 

• Allow brand owners to manage existing assets, identifying those which already help build brand salience, making it easy for people to find the brand and improve brand recognition in communications and assessing which have potential to develop further 

• Offers a simple way to select a set of unique and identifiable brand assets from across a broad spectrum, including logos and icons, colours, slogans, characters, fonts, pack or product shapes, sonic cues and other dynamic AV assets 

• Includes competitive environment to give understanding of uniqueness in 
  brand associations. 

How we do it: 

We use Ipsos’ proprietary Multi Choice Reaction Time technique to go beyond stated response and measure the response time that it takes for people to link assets to brands to uncover the unconscious strength of associations of brand assets and specific brands: the faster the response, the strong, more implicit the connection is. Brands are evaluated in a competitive environment and benchmarked against our database of 11,000+ assets: by type of asset and by category.