IDEAS home Printed from https://ideas.repec.org/a/pal/jobman/v27y2020i4d10.1057_s41262-020-00187-6.html
   My bibliography  Save this article

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

Author

Listed:
  • Ella Ward

    (University of South Australia)

  • Song Yang

    (University of South Australia)

  • Jenni Romaniuk

    (University of South Australia)

  • Virginia Beal

    (University of South Australia)

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.

Suggested Citation

  • Ella Ward & Song Yang & Jenni Romaniuk & Virginia Beal, 2020. "Building a unique brand identity: measuring the relative ownership potential of brand identity element types," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 393-407, July.
    • Handle: RePEc:pal:jobman:v:27:y:2020:i:4:d:10.1057_s41262-020-00187-6
    DOI: 10.1057/s41262-020-00187-6
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41262-020-00187-6
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41262-020-00187-6?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. van Horen, Femke & Pieters, Rik, 2012. "Consumer evaluation of copycat brands: The effect of imitation type," International Journal of Research in Marketing, Elsevier, vol. 29(3), pages 246-255.
    2. Veryzer, Robert W, Jr & Hutchinson, J Wesley, 1998. "The Influence of Unity and Prototypicality on Aesthetic Responses to New Product Designs," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 374-394, March.
    3. Ralf van der Lans & Joseph A. Cote & Catherine A. Cole & Siew Meng Leong & Ale Smidts & Pamela W. Henderson & Christian Bluemelhuber & Paul A. Bottomley & John R. Doyle & Alexander Fedorikhin & Janaki, 2009. "Cross-National Logo Evaluation Analysis: An Individual-Level Approach," Marketing Science, INFORMS, vol. 28(5), pages 968-985, 09-10.
      • van der Lans, R.J.A. & Cote, J.A. & Cole, C.A. & Leong, S.M. & Smidts, A. & Henderson, P.W. & Bluemelhuber, C. & Bottomley, P.A. & Doyle, J.R. & Fedorikhin, A.S. & Janakiraman, M. & Ramaseshan, B. & S, 2008. "Cross-National Logo Evaluation Analysis: An Individual Level Approach," ERIM Report Series Research in Management ERS-2008-055-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    4. Keller, Kevin Lane, 2003. "Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 595-600, March.
    5. Sabrina Bresciani & Paolo Ponte, 2017. "New brand logo design: customers’ preference for brand name and icon," Journal of Brand Management, Palgrave Macmillan, vol. 24(5), pages 375-390, October.
    6. Kohli, Chiranjeev & Leuthesser, Lance & Suri, Rajneesh, 2007. "Got slogan? Guidelines for creating effective slogans," Business Horizons, Elsevier, vol. 50(5), pages 415-422.
    7. Doyle, John R. & Bottomley, Paul A., 2004. "Font appropriateness and brand choice," Journal of Business Research, Elsevier, vol. 57(8), pages 873-880, August.
    8. Wilke, Ricky & Zaichkowsky, Judith Lynne, 1999. "Brand imitation and its effects on innovation, competition, and brand equity," Business Horizons, Elsevier, vol. 42(6), pages 9-18.
    9. Edell, Julie E & Staelin, Richard, 1983. "The Information Processing of Pictures in Print Advertisements," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(1), pages 45-61, June.
    10. Janiszewski, Chris & Meyvis, Tom, 2001. "Effects of Brand Logo Complexity, Repetition, and Spacing on Processing Fluency and Judgment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 18-32, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. V. U. Vinitha & Deepak S. Kumar & Keyoor Purani, 2021. "Biomorphic visual identity of a brand and its effects: a holistic perspective," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 272-290, May.
    2. Orth, Ulrich R. & Malkewitz, Keven, 2012. "The Accuracy of Design-based Judgments: A Constructivist Approach," Journal of Retailing, Elsevier, vol. 88(3), pages 421-436.
    3. Ari-Matti Erjansola & Jukka Lipponen & Kimmo Vehkalahti & Hanna-Mari Aula & Anna-Maija Pirttilä-Backman, 2021. "From the brand logo to brand associations and the corporate identity: visual and identity-based logo associations in a university merger," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 241-253, May.
    4. Giese, Joan L. & Malkewitz, Keven & Orth, Ulrich R. & Henderson, Pamela W., 2014. "Advancing the aesthetic middle principle: Trade-offs in design attractiveness and strength," Journal of Business Research, Elsevier, vol. 67(6), pages 1154-1161.
    5. Carter Morgan & Tatiana M. Fajardo & Claudia Townsend, 2021. "Show it or say it: how brand familiarity influences the effectiveness of image-based versus text-based logos," Journal of the Academy of Marketing Science, Springer, vol. 49(3), pages 566-583, May.
    6. Gabrielyan, Gnel & Just, David R., 2022. "The Effect of Logo Visibility on Brand Recognition and Willingness to Pay," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322354, Agricultural and Applied Economics Association.
    7. Joana César Machado & Beatriz Fonseca & Carla Martins, 2021. "Brand logo and brand gender: examining the effects of natural logo designs and color on brand gender perceptions and affect," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 152-170, March.
    8. Orth, Ulrich R. & Crouch, Roberta C., 2014. "Is Beauty in the Aisles of the Retailer? Package Processing in Visually Complex Contexts," Journal of Retailing, Elsevier, vol. 90(4), pages 524-537.
    9. Gaëlle Pantin-Sohier & Caroline Lancelot Miltgen, 2012. "L'impact des stimuli informationnels d'un nouveau produit alimentaire sur les réactions affectives et cognitives du consommateur," Post-Print hal-01117036, HAL.
    10. Arnold Japutra & Keni Keni & Bang Nguyen, 2016. "What’s in a university logo? Building commitment in higher education," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 137-152, March.
    11. Xiaobing Xu & Rong Chen & Maggie Wenjing Liu, 2017. "The effects of uppercase and lowercase wordmarks on brand perceptions," Marketing Letters, Springer, vol. 28(3), pages 449-460, September.
    12. Dass, Mayukh & Kohli, Chiranjeev & Kumar, Piyush & Thomas, Sunil, 2014. "A study of the antecedents of slogan liking," Journal of Business Research, Elsevier, vol. 67(12), pages 2504-2511.
    13. Tseng-Ping Chiu & Derrick Jessey Yang & Min-Yuan Ma, 2023. "The Intertwining Effect of Visual Perception of the Reusable Packaging and Type of Logo Simplification on Consumers’ Sustainable Awareness," Sustainability, MDPI, vol. 15(17), pages 1-15, August.
    14. Joško Brakus, J. & Schmitt, Bernd H. & Zhang, Shi, 2014. "Experiential product attributes and preferences for new products: The role of processing fluency," Journal of Business Research, Elsevier, vol. 67(11), pages 2291-2298.
    15. Gianluca Fiocchi & Mona Seyed Esfahani, 2024. "Exploring the uniqueness of distinctive brand assets within the UK automotive industry," Journal of Brand Management, Palgrave Macmillan, vol. 31(1), pages 1-15, January.
    16. Zenker, Sebastian & Braun, Erik & Petersen, Sibylle, 2017. "Branding the destination versus the place: The effects of brand complexity and identification for residents and visitors," Tourism Management, Elsevier, vol. 58(C), pages 15-27.
    17. Czellar, Sandor & Kocher, Bruno, 2007. "To be or not to be consistent in brand logo changes?," HEC Research Papers Series 875, HEC Paris.
    18. Kahn, Barbara E., 2017. "Using Visual Design to Improve Customer Perceptions of Online Assortments," Journal of Retailing, Elsevier, vol. 93(1), pages 29-42.
    19. S. Adam Brasel & Henrik Hagtvedt, 2016. "Living brands: consumer responses to animated brand logos," Journal of the Academy of Marketing Science, Springer, vol. 44(5), pages 639-653, September.
    20. Aekyoung Kim & Sam J. Maglio, 2021. "Text is gendered: the role of letter case," Marketing Letters, Springer, vol. 32(2), pages 179-190, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jobman:v:27:y:2020:i:4:d:10.1057_s41262-020-00187-6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.