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.

中文翻译：

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建立独特的品牌标识：衡量品牌标识元素类型的相对所有权潜力

强大的品牌标识必须包含独特的标识元素，例如标识、颜色或字符，以区别于竞争对手并促进识别和购买。因此，一个关键的营销职能是决定投资哪些元素，以保护和建立这种身份。在本文中，提出了一种新的衡量标准，即竞争强度，作为批判性评估品牌标识元素的独特性潜力的一种手段。对来自 19 个国家/地区的 13 个包装消费品类别的 1281 个市场元素的测试结果表明，字符、徽标和标识最有可能成为独特的品牌所有权。然而，由于高水平的竞争共享，将颜色发展为独特的品牌标识更具挑战性。同类型元素的竞争强度不同，表明从业者的执行在成功的所有权中起着至关重要的作用。作为对八种要素类型的首次实证比较，本文为从业者的决策提供了全面的指导。