Building Distinctive Brand Assets

  • 6h 19m 29s
  • Jenni Romaniuk
  • Gildan Media
  • 2023

Building Distinctive Brand Assets is for anyone with a brand logo, font, or color scheme, and is essential listening for those who have wondered if (or have been told) it's time for a change. Listeners will learn how to set up a long-term strategy to build a strong brand identity, and how to make use of knowledge, metrics, and management systems in order to build and protect a brand's Distinctive Assets.

Building Distinctive Brand Assets is divided into three sections that capture the processes involved in brand asset creation, implementation, and ongoing management. The first section is focuses on strategy, and covers how Distinctive Assets are created and their role in a broader brand equity building. The second section covers measurement approaches, and how to use and interpret key metrics. The third section delves into the strengths and weaknesses of different types of assets and introduces the idea of a Distinctive Asset palette. This section also outlines how to set up a Distinctive Asset management system to provide an early warning system to identify potential threats before they evolve into major issues.

About the Author

Jenni Romaniuk is a Research Professor and Associate Director (International) of the Ehrenberg-Bass Institute at the University of South Australia Business School.

In this Audiobook

  • Introduction
  • Chapter 1 - The Seven Costly Sins of Brand Identity
  • Chapter 2 - Creating Distinctive Brand Assets
  • Chapter 3 - Why Distinctive Assets Matter
  • Chapter 4 - How Distinctive Assets Build Mental Availability
  • Chapter 5 - Building Physical Availability with Distinctive Assets
  • Chapter 6 - Extending Distinctive Assets across Sub-brands and Categories
  • Chapter 7 - Does a Distinctive Asset’s Meaning Matter?
  • Chapter 8 - Measuring Distinctive Asset Value
  • Chapter 9 - Core Metrics-Fame
  • Chapter 10 - Core Metrics-Uniqueness
  • Chapter 11 - Setting Distinctive Asset-building Strategy
  • Chapter 12 - Types of Distinctive Assets
  • Chapter 13 - Building Colour-based Distinctive Assets
  • Chapter 14 - Assets that Draw on Shapes and Build Stories
  • Chapter 15 - Faces of a Brand-Celebrities, Spokespeople and Characters
  • Chapter 16 - Taglines, Fonts and Other Word-based Assets
  • Chapter 17 - Developing a ‘Sound’ Strategy
  • Chapter 18 - Creating a Distinctive Asset Management System
  • Chapter 19 - The Four Commandments for Building Distinctive Assets
  • The Final Word