RESEARCH SERVICES

Distinctive Asset Measurement

Distinctive Assets play an important role in building a brand’s Mental and Physical Availability. Our empirically validated approach can assess the strength of your distinctive assets and advise on the opportunities and threats for building a strong long-term brand identity.

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Do you know the value of your brand elements?

Distinctive Assets play an important role in building a brand's Mental and Physical Availability. These elements should be developed and protected over the long term and not left to chance or intuition.

We assess how strongly assets are linked to your brand, where competitors may be encroaching, and identify gaps and opportunities across short, medium and long-term asset development.

Ahead of upcoming campaigns or launches, understanding how your assets are performing can help ensure your investment is working as intended.

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HOW ARE YOUR BRAND ASSETS PERFORMING IN THE MARKET?

When is it worth measuring your Distinctive Assets?

Competitors are starting to use similar brand elements

Distinctive Assets only work if they are clearly and uniquely linked to your brand. Protect your assets with empirical evidence.

Your brand needs to stand out in a crowded category

Assets play a key role in enabling quick recognition. How can your Distinctive Asset become stored memories?

Expand into new markets

Not all assets translate equally across markets and contexts. How does your Distinctive Asset resonate globally?

Evaluating partnerships or sponsorship activity

Brand linkage determines whether assets strengthen or dilute your brand. Is your brand getting more noticed in a co-brand?

An update is in the works

There's always a clear impact on changing your Distinctive Asset. What new asset type do you build?

Empirically validated approach to assessing the strength of potential distinctive assets

Our team of experts can:

  • Measure the strength of your Distinctive Assets and provide guidance on short, medium and long term Assets to build or develop

  • Check for barriers to building a current or new Distinctive Asset and provide insights into how Asset building activities can be improved

  • Identify shortfalls in current Distinctive Asset building activities (e.g. are you missing key demographic or buyer segments?)

  • Provide recommendations that will help you to make marketing decisions and execute your brand growth strategy

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Results were delivered with a focus on practical implementation. We’ve been able to measure our assets and prioritise which to use in the future for different business contexts.

- Lubor Höschl, Trade & Shopping Insight Manager, Asahi Europe & International

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