Abstract
A strong brand identity must comprise unique identity elements such as logos, colours or characters that distinguish it from competitors and facilitate recognition and purchase. A critical marketing function is therefore deciding which elements to invest in, to protect and build this identity. Within this paper, a new measure, Competitive Intensity, is proposed as a means to critically evaluate brand identity elements on their uniqueness potential. Results of testing 1281 in-market elements from 13 consumer packaged goods categories in 19 countries show that character, logo and logotypes have the greatest potential for unique brand ownership. Colour, however, is more challenging to develop as a unique brand identifier due to high levels of competitive sharing. Competitive intensity varies for elements of the same type, suggesting that practitioner execution plays a critical role in successful ownership. Being the first empirical comparison of eight element types, this paper provides comprehensive guidance to practitioner decision-making.
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Notes
Within this paper uniqueness is used in two separate contexts, as a general concept and also to describe a specific metric. Where referring to the metric, Uniqueness has been capitalised and italicised for clarity.
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Appendices
Appendix A: Description of data sets
Consumables: food or drinks | |||||
---|---|---|---|---|---|
Collection period | Category | Category screener. Purchased at least once in the past: | Sub-category | Country | Respondents (n) |
July 2015 | Bottled Beverages | 3 months | Carbonated Soft Drinks | Norway | 602 |
Water Iced Tea | Norway | 406 | |||
June 2015 December 2014 December 2015 | Breakfast Foods | 6 months | Cereal Liquid B/fast | Australia | 623 |
Cereal | France | 400 | |||
Germany | 400 | ||||
Italy | 400 | ||||
Spain | 400 | ||||
UK | 400 | ||||
Cereal/toaster pastries | USA | 400 | |||
February 2015 | Coffee | 3 months | NA | France | 512 |
Germany | 300 | ||||
Poland | 300 | ||||
Russia | 300 | ||||
September 2015 | Chocolate | 3 months | NA | Australia | 402 |
Germany | 404 | ||||
Russia | 420 | ||||
South Africa | 406 | ||||
UK | 404 | ||||
July 2015 | Dairy Products | 6 months | Chilled | Australia | 617 |
Frozen | Australia | 620 | |||
August 2015 | Snacks | 6 months | Cookies | USA | 407 |
Salty Snacks | Japan | 412 | |||
Mexico | 407 | ||||
UK | 402 |
Household goods | |||||
---|---|---|---|---|---|
Collection period | Category | Category screener. Purchased at least once in the past: | Sub-category | Country | Respondents (n) |
March 2015 | Air Freshener | 12 months | NA | USA | 409 |
February 2015 | Dishwashing Detergent | Dishwasher in household | NA | France | 607 |
Netherlands | 600 | ||||
April 2015 | Food Storage | 12 months | NA | USA | 411 |
December 2014 | Hair-care | 6 months | NA | China | 627 |
India | 628 | ||||
USA | 622 | ||||
Brazil and UK: June 2014 All other countries: March–August 2015 | Household Cleaners | 12 months | Drain Cleaner | USA | 412 |
Bathroom Cleaner | Argentina | 600 | |||
Brazil | 401 | ||||
France | 400 | ||||
Germany | 401 | ||||
Russia | 400 | ||||
Thailand | 400 | ||||
UK | 600 | ||||
Furniture Care | Argentina | 403 | |||
Argentina | 400 | ||||
Brazil | 412 | ||||
UK | 406 | ||||
UK | 400 | ||||
USA | 404 | ||||
USA | 349 | ||||
Glass Cleaner | USA | 400 | |||
April 2015 June 2015 | Insect Sprays | 12 months | Insecticide | Italy | 402 |
France | 408 | ||||
Argentina | 421 | ||||
Australia | 410 | ||||
Brazil | 408 | ||||
China | 406 | ||||
India | 403 | ||||
USA | 420 | ||||
Personal repellent | Argentina | 400 | |||
Brazil | 403 | ||||
Germany | 406 | ||||
Italy | 413 | ||||
USA | 410 | ||||
March 2015 | Laundry Detergent | 12 months | NA | USA | 409 |
Appendix B: Example of within survey element presentation
Appendix C: Asset type inclusion at category level
B-fast foods | Chocolate | Snacks | HH cleaner | Insect Spray | Coffee | Dish Detergent | Bottled Beverage | Laundry Detergent | Food Storage | Dairy | Hair-care | |
---|---|---|---|---|---|---|---|---|---|---|---|---|
Logotype | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | |||
Product Form | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ||||
Character | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ |
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Ward, E., Yang, S., Romaniuk, J. et al. Building a unique brand identity: measuring the relative ownership potential of brand identity element types. J Brand Manag 27, 393–407 (2020). https://doi.org/10.1057/s41262-020-00187-6
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DOI: https://doi.org/10.1057/s41262-020-00187-6