A Report on Brand Distinctiveness

Jones Knowles Ritchie and Ipsos, a multinational market research and consulting firm, have teamed up to figure out what percentage of brand assets — logos, slogans, mascots, color, and product — are actually distinctive. Turns out that from 523 brands analyzed only 15% of their combined assets were truly distinctive. A full report with the top-view findings is accessible after a painless registration. I wish they had broken down each brand and how their assets ranked but definitely worth the read.