Characters, logos and typography are the aspects of a brand’s identity that have the “greatest potential for unique brand ownership” in the consumer packaged goods sector, according to a study in the Journal of Brand Management.

Why it matters

Assets like logos, characters, packaging and colors are vital building blocks for marketers who want to construct a strong brand identity in the minds of consumers. But these assets are not equally “ownable”, meaning that consumers may associate them with several brands.

Takeaways

• Animated characters are the most “ownable” asset, and benefit from strengths like humanising a brand, and...