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Building Distinctive Brand Assets
Building Distinctive Brand Assets is for anyone with a brand logo, font or colour scheme, and is essential reading for those who have wondered if (or have been told) it's time for a change. Readers 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.
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.
- GenresBusinessNonfictionDesign
248 pages, Hardcover
First published January 1, 2018
52 people are currently reading
704 people want to read
About the author
Jenni Romaniuk
5 books38 followersJenni Romaniuk is a Research Professor and Associate Director (International) of the Ehrenberg-Bass Institute at the University of South Australia Business School.
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Displaying 1 - 9 of 9 reviews
August 2, 2020
This is a book to read once a year and ensure you are on the right track!
February 16, 2023
I've been working in marketing for the last 5 years but this is probably the clearest explanation of how to use a brand that I've come across.
Primarily, branding assets are to build mental availability in people's heads ... In other words, they exist not to sell particular things straight away, but to remind the public that the brand exists.
Therefore, what makes a great brand is simply how well it sticks in someone's head. This book is a great explanation of the different elements of brand and how to make them work. I'm certainly going to use them next time someone suggests a rebrand at my work!
Primarily, branding assets are to build mental availability in people's heads ... In other words, they exist not to sell particular things straight away, but to remind the public that the brand exists.
Therefore, what makes a great brand is simply how well it sticks in someone's head. This book is a great explanation of the different elements of brand and how to make them work. I'm certainly going to use them next time someone suggests a rebrand at my work!
July 12, 2022
Must read for all branding and marketing professionals. Evidence based branding at its finest.
April 25, 2021
Another very good book by the Jenni and the scientists of Ehrenberg Bass Institute. It provides exactly what it preaches: a evidence-based approach to build good Distinctive Assets with data from a lot of different tests. For that alone it deserves a 5 out 5.
The text is small, concise and very well distributed into short chapters that make it easy to read and to use as guide book. It also uses a lot of the principles shared in HBG 1 and 2 to make the points, which brings a very cohesive outlook for all the publications of the institute. It also demystifies a lot of marketing misconceptions, which is a constant theme on the other texts too.
I absolutely recommend it for people that are invested on brand strategy or communications, as this will certainly bring a new look at some mistakes we often make and provide quality insights for one of the most underappreciated yet important areas of brand building.
The text is small, concise and very well distributed into short chapters that make it easy to read and to use as guide book. It also uses a lot of the principles shared in HBG 1 and 2 to make the points, which brings a very cohesive outlook for all the publications of the institute. It also demystifies a lot of marketing misconceptions, which is a constant theme on the other texts too.
I absolutely recommend it for people that are invested on brand strategy or communications, as this will certainly bring a new look at some mistakes we often make and provide quality insights for one of the most underappreciated yet important areas of brand building.
October 31, 2018
As a big fan of Byron Sharp and his research, I was very excited when I first heard about this book. One more time, the Ehrenberg-Bass Institute has gathered in a single, convenient place a handful of rock-solid advices based on the most rigorous empirical evidence available. However, despite its scientific content - which is unassailable - the book has a lot of space for improvement! Romaniuk fails to present all this amazing information in a more interesting way and the read is, at times, very technical (as in a manual) and incredibly tedious - a great achievement given the length of "Building Distinctive Brand Assets". Notwithstanding, I am VERY FOND of this book and couldn't recommend it more enthusiastically. Sincerely hope to see more things like that coming out soon!
TL;DR: A very, very good book. Definitely worth it.
TL;DR: A very, very good book. Definitely worth it.
August 16, 2022
Want to learn more about brand assets?
This is the book for you.
Jenni Romaniuk dives deep into understanding branding assets - from measuring distinctive assets value to how to create distinctive brand assets.
This book provides enough information to have an in-depth knowledge of branding, and how it works in the real world. All of her arguments are backed by research so you know you're getting credible information.
It's a resource I'll be going back to, that's for sure.
Would argue that this a book you'd probably want to read after you have 3-5 years of experience in marketing as it's quite specific and in-depth.
This is the book for you.
Jenni Romaniuk dives deep into understanding branding assets - from measuring distinctive assets value to how to create distinctive brand assets.
This book provides enough information to have an in-depth knowledge of branding, and how it works in the real world. All of her arguments are backed by research so you know you're getting credible information.
It's a resource I'll be going back to, that's for sure.
Would argue that this a book you'd probably want to read after you have 3-5 years of experience in marketing as it's quite specific and in-depth.
August 7, 2019
Clear and easy to grasp the ideas she wants to convey.
One 🌟 down for missing the links to performance, even this might not be the goal of the book and it might be in her previous book.
Overall, recommended read for mkt. people and management
One 🌟 down for missing the links to performance, even this might not be the goal of the book and it might be in her previous book.
Overall, recommended read for mkt. people and management
November 9, 2021
A must read for marketers
June 14, 2025
Jenni: If you want to chat about anything in this book, my email address is...
Me: I will never do this but thank you, you are the best
Me: I will never do this but thank you, you are the best
Displaying 1 - 9 of 9 reviews