Building DistinctiveBrand Assets

April 2017

© 2017 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

2

The world of our consumers is changing

NEW TECHNOLOGY ALWAYS ONLINE POWER SHIFTING TO THE INDIVIDUAL

3

Increasingly, decisions are being made more intuitively

System 2Effortful, Reflective

Cognitive, Conscious

System 1Automatic, IntuitiveEmotional, Unconscious

WE KNOWMORE THANEVER ABOUTHOW PEOPLEMAKE DECISIONS

4

Brands exist in people’s minds as an associative networkacting as a mental shortcut

Good_tastingGreat_excellent

Refreshing

Friends

Light

Football

SmoothRelaxing

Cheap__affordable

Bad__dislike

Commercials

Fun

Sports

Crisp

Easy_to_drink

Good_times

horses

Calories

5

Distinctiveness is the shortest route to your brand

DistinctivenessIs Great

• Brand “looks like itself”

• Intrinsically linked to 1 brand

• Is ownable “forever”

DifferentiationIs Good

• A “reason to buy”

• Can be shared by brands

• May be temporary

GoPro Competitors

6

ATTENTIONSALIENCE

To Be Noticed

Help in being noticedAT THE RIGHT MOMENT and improvethe brand’s linkage in communication

Help build and maintain MENTAL NETWORKS around the brand

Distinctive assets strengthen a brand’s saliency

MEMORYSALIENCE

To BeThought Of

7

Brands use assets to activate mental networks and drive saliencyNESPRESSO EXAMPLE

Colorpalette

Logo Tagline Cups Box

Sound logo Ambassador Color Symbol

Brown

8

Distinctive brand assets drive brand growth

Brand Attribution In Communication

BrandRecognition

Ease OfFinding In Store

9

Four qualities help set brand assets apartDECONSTRUCTING DISTINCTIVENESS

Brand Linkage Brand Uniqueness Brand Alignment Sentiment

Branding Power Brand Affinity

10

Performance on key metrics guide strategy to leverage and create assetsDECISION MATRIX

BRAN

D AF

FIN

ITY

BRANDING POWER

BRAND LINKAGE BRAND UNIQUENESS

BRAN

D AL

IGN

MEN

TSE

NTI

MEN

T

OPTIMIZE CAUTIONDIAGNOSE

“That calls for a _____ ”

Posit

ive

/ Neu

tral

Neg

ativ

e

LowModerateHigh

DO NOT USEIN ISOLATIONDISTINCTIVE ICONS INVEST DO NOT USE

IN ISOLATION

CORE BRAND ASSETS USE ASMUCH AS POSSIBLE

POTENTIAL TO BECOME ICONS GIVEN SUFFICIENT INVESTMENTS

CAUTION & DIAGNOSE

UNDERSTAND POTENTIALNEGATIVE IMPACT ON BRAND

SHOULD BE ALWAYS COMBINED WITH ANOTER BRAND

11

Petcare: Stengthen sub-brand’s saliency by identifying strongest assetsCASE STUDY 1

BUSINESS ISSUE ANALYSIS OUTCOMEImprove brand linkage

for sub-brandsGrouped assets into four

main classifications, based on useProvide actionable

recommendations for each asset

BrandAsset

Sub-BrandAssignment Consideration

Distinctive IconAlways Use

Do Not Use in Isolation

Invest

Caution & Diagnose

Logo Character Tagline Color

“Authentic recipes for a healthy pet.”

Logo Character Tagline Color

“My DogLoves It!”

Sub-Brand 2

Dog Food #1

Sub-Brand 1

“Authentic recipes for a healthy pet.”

12

Brand LinkageBRAND ASSET EXAMPLE

Measure Impact Metric

Brand Linkage Does The AssetEvoke The Brand?

% People Who IMPLICITLYAssociate the Brand WithThe Asset, Weighted byExplicit Association

System 2Effortful, Reflective

Cognitive, Conscious

System 1Automatic, IntuitiveEmotional, Unconscious

13

UniquenessBRAND ASSET EXAMPLE

Measure Impact Metric

UniquenessHow Unique is theBrand Association

(vs. Total Association?)

% Brand Association vs.Total Association

14

Brand AlignmentBRAND ASSET EXAMPLE

Measure Impact Metric

Brand AlignmentIs the Asset Aligned

for the OverallBrand’s Message

% Association withwhat the Brand wants

to stand for

15

SentimentBRAND ASSET EXAMPLE

Measure Impact Metric

Sentiment Do peoplelike the asset?

% Dislikes“Negative Sentiment”

16

Beer: Building a Stronger IdentityCASE STUDY 2

BUSINESS ISSUE ANALYSIS OUTCOMEA beer brand wants to build a

stronger identity by making betteruse of existing brand markers

This enabled the client to complement the existing brand

assets (which already generate high brand linkage) with more

meaningful assets (that have a positive impact on brand image)

16

Many assets generated high brand linkage

But did not support the brand message or create strong positive sentiment

17

Dairy: Choosing New Brand IconsCASE STUDY 3

BUSINESS ISSUE ANALYSIS OUTCOMEA dairy company has recently

decided to stretch its brand intoa new emotional territory.

They want to create a new brand iconthat conveys this meaning while at the same time having high potential branding power.

The results clearly identified one brand asset that married possible unique brand linkage to

meaningful associations.

2 other assets can be usedto convey the new emotional territory, but do

not have sufficient branding potential to be used in isolation.

17

Sentiment

Assets generally found to be aligned with the brand and uniquely associated

Brand linkage was low for most of the assets tested

18

In Summary

DISTINCTIVE ASSETSstrengthen associative mental networks and help build brand saliency

Distinctiveness can be deconstructed intoFOUR QUALITIES to find your best assets

We can help youASSESS AND BUILD assets that can be leveraged to foster brand growth

1 2 3

For more information contact Dave Gryga (david.gryga@Ipsos.com)Or your main Ipsos contact

© 2017 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

THANK YOU