Measuring Your Distinctive Assets

The Mountainview Learning team perform implicit and explicit research to help brand and business owners make better decisions, by understanding what your customers think and do – not what they say.

To download our brochure on Distinctive Assets research please click here.

The Only Brand Equity That Matters?

An image of a cowboy might evoke the Marlboro brand and a picture of the actor George Clooney holding a cup of coffee may evoke the name Nespresso even though neither brand was present in the picture. These are just two examples of ‘distinctive assets’ that we have learned to associate with brands and these are the means through which we can quickly recognise or easily think of brands.

Distinctive Assets help to increase the mental availability or salience of brands and it’s this that makes them valuable. A £1 spent on media supporting a brand with high reach and high attribution distinctive assets is more valuable than a £1 spent on brands without them.

For brand owners, Distinctive Assets bring numerous commercial benefits:

  • They make your brand easier and faster to find (more likely to be bought).

  • They improve advertising impact & media efficiency (see less, remember more).

  • They can keep your brand ‘front of mind’ (salient) for a long time.

For brand planning, understanding your Distinctive Assets can help to:

  • Reveal how your brands and competitors are recognised / shopped.

  • Identify true strengths & weaknesses of your brands (relative to the category).

  • Provide critical insight if you are considering updating your brand’s identity.

  • Deliver more effective communications (which assets to develop & nurture).

  • Identify any ‘hidden gem’ assets that still exist in the mind of consumers.


The research can be, but is not always, split into two distinct tests: explicit which collects responses to stimuli that are processed consciously and implicit which collects responses without the conscious awareness of the participant.

To download our brochure on Distinctive Assets research please click here.

 

MEASURING YOUR DISTINCTIVE ASSETS

The Mountainview Learning team perform implicit and explicit research to help brand and business owners make better decisions, by understanding what your customers think and do – not what they say.

To download our brochure on Distinctive Assets research please click here.

The Only Brand Equity That Matters

An image of a cowboy might evoke the Marlboro brand and a picture of the actor George Clooney holding a cup of coffee may evoke the name Nespresso even though neither brand was present in the picture. These are just two examples of ‘distinctive assets’ that we have learned to associate with brands and these are the means through which we can quickly recognise or easily think of brands.

Distinctive Assets help to increase the mental availability or salience of brands and it’s this that makes them valuable. A £1 spent on media supporting a brand with high reach and high attribution distinctive assets is more valuable than a £1 spent on brands without them.

For brand owners, Distinctive Assets bring numerous commercial benefits:

  • They make your brand easier and faster to find (more likely to be bought).
  • They improve advertising impact & media efficiency (see less, remember more).
  • They can keep your brand ‘front of mind’ (salient) for a long time.

For brand planning, understanding your Distinctive Assets can help to:

  • Reveal how your brands and competitors are recognised / shopped.
  • Identify true strengths & weaknesses of your brands (relative to the category).
  • Provide critical insight if you are considering updating your brand’s identity.
  • Deliver more effective communications (which assets to develop & nurture).
  • Identify any ‘hidden gem’ assets that still exist in the mind of consumers.


The research can be, but is not always, split into two distinct tests: explicit which collects responses to stimuli that are processed consciously and implicit which collects responses without the conscious awareness of the participant.

To download our brochure on Distinctive Assets research please click here.