Topic outline
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Learning Outcomes
After completing this task you will be able to:
- Define distinctive assets
- Explain why brands should have distinctive assets and how brands can build distinctive assets
- Discriminate between stronger and weaker distinctive assets
- Appreciate how distinctive assets can be used effectively in advertising
Due
End of Week 4.
Notes
This reading emphasises how important distinctive assets are, at a time when many advertisers appear to undervalue the potential power of their logos, slogans, jingles, etc. Distinctive assets are a form of indirect branding that can extend a brand’s ‘footprint’ in advertising.
The reading outlines what types of creative devices can become distinctive assets, what brands need to do in order to build their assets and how to identify and monitor the strength of their assets by using the Distinctive Asset Grid.
Suggested Procedure
- Before reading, watch the ad below. As you watch, can you determine what brand it’s for?
Presentation length: 29s
- Read Romaniuk, J & Hartnett, N (2010). Understanding, Identifying and Building Distinctive Brand Assets, Report 52 for Corporate Sponsors, Ehrenberg-Bass Institute for Marketing Science, Adelaide, pp. 1-5.
- After reading, identify the creative devices that are meant to signal the brand and consider how likely it is that people will notice and make the connection to the brand based on what you have learned about effective execution and strength of distinctive assets.
- Compose a discussion posting with your responses to these questions.
- Post your response to the forum for Learning Task 4.7.
- After posting, compare your response to others in the group.
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