Building a unique brand identity: measuring the relative ownership potential of brand identity element types

Abstract

A strong brand identity must comprise unique identity elements such as logos, colours or characters that distinguish it from competitors and facilitate recognition and purchase. A critical marketing function is therefore deciding which elements to invest in, to protect and build this identity. Within this paper, a new measure, Competitive Intensity, is proposed as a means to critically evaluate brand identity elements on their uniqueness potential. Results of testing 1281 in-market elements from 13 consumer packaged goods categories in 19 countries show that character, logo and logotypes have the greatest potential for unique brand ownership. Colour, however, is more challenging to develop as a unique brand identifier due to high levels of competitive sharing. Competitive intensity varies for elements of the same type, suggesting that practitioner execution plays a critical role in successful ownership. Being the first empirical comparison of eight element types, this paper provides comprehensive guidance to practitioner decision-making.