Distinctive brand assets (DBAs)

Distinctive brand assets are (non-content-related) brand elements that are perceptible to the senses, such as colours, font, shapes and jingles. Most brands only have two or three really distinctive brand assets.

Distinctive brand assets may consist of:

  • colours
  • shapes
  • symbols
  • icons
  • fonts
  • sound logos
  • objects shown on packaging or in campaigns

Do you want to know the relationship between your distinctive brand assets (DBAs) and the category entry points (CEPs) of your brand? Our brand tracking research will provide the answer.

Find out more about Distinctive Brand Assets and download the summary of the book 'Building Distinctive Brand Assets'