Whereas newcomers are similar to a lone triangle player in terms of neural activation, a well-known brand ushers in a full associative orchestra in our heads. The association networks for larger brands with many brand assets look completely different. This is also true for brands that do not advertise much and therefore have not built up a position in our brain. And when we encounter such a brand, we are likely to pass it by unnoticed. The brand simply hasn't had the chance to attach new associations to it yet. Unsurprisingly, new brands still have only weak association networks in our brain. This causes the brand to automatically grab attention in buying situations. The larger a brand's web of associations, the more likely we are to think of it as a customer. The associative network and the number of neural branches surrounding your brand in the brain increases. In other words: the asset must be widely recognized as belonging to your brand (Fame), and should not simultaneously activate other brands in the category (Uniqueness).Ĭurious how we monitor Fame and Uniqueness? Click here to read more about Distinctive Brand Assets Research & Measurements.īrand assets help your brand gain more ground in the brain. A requirement for this is that the brand asset is famous and unique. However, a brand asset doesn’t become distinctive overnight. Put simply, this increases the likelihood of potential customers thinking of this brand in buying situations or - in the case of unplanned purchases - a greater chance of the brand spontaneously catching our eye. Sharp explains that brand assets lead to a brand acquiring a more dominant position in our brains. Byron Sharp describes the science behind how this works in his book How Brand's Grow. There exists a strong relationship between brand assets and brand growth: as a brand builds a more solid portfolio of brand assets, market share follows not long after. However, the brand logo and name are just the beginning. Brand assets make the logo recognizable and easy to find. The logo and brand name are among the basic building blocks that give your brand a place in the customer's brain. Every brand has at least some assets - whether they want to or not. Download the reportĪ brand asset is a distinctive visual or auditory cue that activates the brand in the minds of shoppers. Would you like to see the complete Brand Asset testing report we made for McDonald's (on our own initiative)? You can download the full research report by clicking the button below (PDF, 7.1 MB). To what extent your brand reaches this consideration set is largely determined by the strength of your brand assets. Only when a buying situation occurs, a few brands will make it into our decision process. Implicitly measuring brand assets with neuromarketingĪ brand is not active in our minds most of the day.Practical implications for branding and marketing.The Brand Asset Grid: from metrics to practice.Brand Asset Metrics: Fame and Uniqueness.
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