Tips for Using Distinctive Brand Assets in Digital Marketing
How do you build your brand with digital channels? That question cannot be answered without talking about so-called Distinctive Brand Assets (DBAs) . What are DBAs, why are they so important and what should you take into account when using DBAs for digital advertising?
Simple: brands only exist in the memory of consumers, and marketers have made their profession of fortifying brands in this memory. Much research has been done on this subject, not least by the Ehrenberg-Bass Institute. Over the past year, under the leadership of Byron Sharp, they have made groundbreaking publications and toppled many sacred houses.
One of the institute's better-known publications is Jenni Romaniuk's Building Distinctive Brand Assets . In this she extensively considers the role of DBAs in obtaining a position in the memory of the consumer. The core of DBAs is quite simple: they are attributes that ensure that consumers link an expression to a brand without consumers (immediately) seeing your brand name. Extremely useful if your packaging, website or commercial is recognized as being your brand.
Well-known examples? The Coca-Cola bottle, the apple from Apple and the fingers from the Simpel.nl commercials . Romaniuk also refers to DBAs as the proxy for a brand, giving flexibility in the execution of marketing, depending on where communication (in whatever form) takes place.
DBAs strengthen mental and physical availability
A jar of peanut butter full of DBAs
Growing brands optimize mental and physical availability. When brands want to increase their mental market share (ie do branding ), the challenge is to grab the attention of the consumer and link a marketing message to the brand. If the consumer does not pay attention to your brand in the message/advertisement, DBAs help to link the message to your brand.
When it comes to physical availability (clear presence in places where consumers buy your category, such as a supermarket or Google), your brand must also be easy to recognize. Consumers generally shop at lightning speed, and the brands are therefore also passing by at a rapid pace. Just check; how long do you stand in front of the shelves at the supermarket to pick out a jar of peanut butter? Probably very short and so it's up to Calvé to capture the consumer's attention in those few seconds. The company does this by means of the shape of the jar, the brown color of the lid and the red color of the logo.
Read the full article in Emerce.