How and why do companies use distinctive brand assets in their advertising campaigns?

Abstract

The role that distinctive brand assets play in advertising is a subject which has been receiving increased academic attention in recent years. The objective of this study is to explore the ways in which marketing professionals use distinctive brand assets, as well as examining the reasons why they use them the way they do. A secondary objective of this study is to identify what marketing practitioners and marketing researchers can learn from each other, thanks to their very specific perspectives on this subject. To this end, two Icelandic companies, Domino’s Pizza and 101 Sambandið, are analyzed through the optics of three distinct studies, with the view to providing a holistic overview their approaches to distinctive brand assets. The findings of this study suggest that whilst the marketing professionals are largely aware of the ‘best practices’ regarding distinctive brand assets, external pressures can prevent them from executing them consistently. Our findings also suggest that whilst marketing professionals are aware of some of the advantages of distinctive brand assets, the full extent of their potential is not yet entirely understood.