Characters, logos and typography are the aspects of a brand’s identity that have the “greatest potential for unique brand ownership”, according to a study published in the Journal of Brand Management.
The analysis, “Building a unique brand identity: measuring the relative ownership potential of brand identity element types”, was focused on the consumer packaged goods (CPG) industry, and drew on responses from over 25,000 consumers who have made purchases in a given category. The sample extended across 19 countries.
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More specifically, the research spanned 1,281 “elements” of brand identity that were adapted as necessary so...