Brands can make their assets work harder if they follow certain key rules. Martin Guerrieria, Global BrandZ Research Director at Kantar Millward Brown, explains their influence.


Consumers can have a fickle relationship with brands, with research studies showing that they would not miss the majority of them if they were to disappear.

This indicates the scale of the challenge brands face in building strong consumer relationships. However, there is much that can be done to register on consumers’ radars.

Advertising is the method that probably springs to mind first, but this is only one element of the equation; point of sale, interaction and consumption for example are just as important. The key is making a brand distinctive at all potential consumer touchpoints – and that requires strong brand assets.

The term ‘brand assets’ covers everything from colours and patterns to logos, slogans and celebrity endorsements. Each type of asset triggers a different level of association with the brand, with the overall aim being to amplify a brand’s salience – how quickly and easily it comes to mind – and exert a powerful influence on which brands consumers choose and which they reject.

The Brand Imprint study