Characters and logos are the assets with greatest potential for “unique brand ownership”

Characters, logos and typography are the brand assets with the strongest potential for “unique ownership”, according to a study in the Journal of Brand Management.

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 pu