Creativity in distinctive brand assets
Abstract
The article discloses creativity in developing brand assets and explores the relationship between creativity, distinctive brand assets, and divergent thinking. The scientific novelty of an article that explores the combination of distinctive brand assets and divergent thinking might lie in its potential to shed new light on how branding strategies can be used to foster creativity. By examining how certain visual and auditory cues associated with a brand can activate divergent thinking, the study could provide insights into how marketers can design more effective branding campaigns that not only increase brand recognition but also inspire consumers to think outside the box. Distinctive brand assets are unique visual and auditory cues that help consumers identify and differentiate a brand from its competitors. Divergent thinking is generating multiple ideas and solutions to a problem. The article argues that successful distinctive brand assets could result from divergent thinking and creativity, as they enable brands to create assets that are not only distinctive but also emotionally resonant and memorable. Ultimately, the article demonstrates how divergent thinking and creativity are critical components in the development and success of distinctive brand assets, which are an essential part of a brand’s overall marketing strategy.
Keyword : advertising, brands, creativity, distinctive brand assets, divergent thinking
How to Cite
Velykytė, G. (2023). Creativity in distinctive brand assets. Creativity Studies, 16(2), 384–396. https://doi.org/10.3846/cs.2023.19035
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Kauppinen‐Räisänen, H. (2014). Strategic use of colour in brand packaging. Packaging Technology and Science: An International Journal, 27(8), 663–676. https://doi.org/10.1002/pts.2061
Kohli, Ch., & LaBahn, D. W. (1997). Creating effective brand names: A study of the naming process. Journal of Advertising Research, 37(1), 67–75.
Kohli, Ch., Leuthesser, L., & Suri, R. (2007). Got slogan? Guidelines for creating effective slogans. Business Horizons, 50(5), 415–422. https://doi.org/10.1016/j.bushor.2007.05.002
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Lane Keller, K. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595–600. https://doi.org/10.1086/346254
Lehnert, K., Till, B. D., & Carlson, B. D. (2013). Advertising creativity and repetition: Recall, wearout and wearin effects. International Journal of Advertising: The Review of Marketing Communications, 32(2), 211–231. https://doi.org/10.2501/IJA-32-2-211-231
Levin, A. M., Joiner, Ch., & Cameron, G. (2001). The impact of sports sponsorship on consumers’ brand attitudes and recall: The case of NASCAR fans. Journal of Current Issues and Research in Advertising, 23(2), 23–31. https://doi.org/10.1080/10641734.2001.10505118
Lin, R., Lin, P. C., & Ko, K. J. (1999). A study of cognitive human factors in Mascot design. International Journal of Industrial Ergonomics, 23(1–2), 107–122. https://doi.org/10.1016/S0169-8141(97)00106-6
MacInnis, D. J., Moorman, Ch., & Jaworski, B. J. (1991). Enhancing and measuring consumers’ motivation, opportunity, and ability to process brand information from ads. Journal of Marketing, 55(4), 32–53. https://doi.org/10.2307/1251955
Manjusha, T. V., & Segar, V. (2013). A study on impact of celebrity endorsements and overall brand which influence consumers’ purchase intention – with a special reference to Chennai city. International Journal of Marketing, Financial Services and Management Research, 2(9), 78–85.
Matúšová, J. G. (2021). Logo as the greatest symbol of brand. European Journal of Media, Art and Photography, 9(2), 126–133.
Mehta, R., & Zhu, R. J. (2009). Blue or red? Exploring the effect of color on cognitive task performances. Sciencexpress, 323(5918), 1226–1229. https://doi.org/10.1126/science.1169144
Metz Thomas Jr., G. (2004). Building the buzz in the hive mind. Journal of Consumer Behaviour: An International Research Review, 4(1), 64–72. https://doi.org/10.1002/cb.158
Mohanty, S. S. (2014). Growing importance of mascot and their impact on brand awareness – a study of young adults in Bhubaneswar City. International Journal of Computational Engineering and Management, 17(6), 42–44.
Randall, R. M. (2015). W. Chan Kim and Renée Mauborgne Dispel Blue ocean myths. Strategy and Leadership, 43(2), 11–14. https://doi.org/10.1108/SL-01-2015-0007
Reber, R., Winkielman, P., & Schwarz, N. (1998). Effects of perceptual fluency on affective judgments. Psychological Science, 9(1), 45–48. https://doi.org/10.1111/1467-9280.00008
Romaniuk, J. (2018). Building distinctive brand assets. Oxford University Press.
Runco, M. A. (2014). Creativity. Theories and themes: Research, development, and practice. Academic Press.
Runco, M. A. (1991). Creativity research. Divergent thinking. M. A. Runco (Series Ed.). Ablex Publishing Corporation.
Sawyer, R. K. (2012). Explaining creativity: The science of human innovation. Oxford University Press, Inc.
Shahid, Sh., Paul, J., Gul Gilal, F., & Ansari, Sh. (2022). The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores. Psychology and Marketing, 39(7), 1398–1412. https://doi.org/10.1002/mar.21661
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Smith, R. E., & Yang, X. (2004). Toward a general theory of creativity in advertising: Examining the role of divergence. Marketing Theory, 4(1–2), 31–58. https://doi.org/10.1177/1470593104044086
Soriano de Alencar, E., & Souza Fleith, de D. (2003). Criatividade: Múltiplas Perspectivas. Editora UnB.
Stuhlfaut, M. W., & Windels, K. (2015). The creative code: A moderator of divergent thinking in the development of marketing communications. Journal of Marketing Communications, 21(4), 241–259. https://doi.org/10.1080/13527266.2013.772913
Taffe, S., Sterling, L., & Pedell, S. (2022). Brainstorm: Do/Be/Feel and motivational modelling: Applying a new brainstorming process in the design of brandmarks. Visible Language, 56(1), 46–71. https://doi.org/10.34314/vl.v56i1.4935
Tollington, T. (1998). Brands: The asset definition and recognition test. Journal of Product and Brand Management, 7(3), 180–192. https://doi.org/10.1108/10610429810222822
Torrance, E. P. (1972). Predictive validity of the torrance tests of creative thinking. Journal of Creative Behavior, 6(4), 236–262. https://doi.org/10.1002/j.2162-6057.1972.tb00936.x
Veirman, de M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
Wallace, R. (2001). Proving our value: Measuring package design’s return on investment. Design Management Journal (Former Series), 12(3), 20–27. https://doi.org/10.1111/j.1948-7169.2001.tb00549.x
Wang, F., & Hariandja, E. S. (2016, 17 March). The influence of brand ambassador on brand image and consumer purchasing decision: A case of Tous les Jours in Indonesia. In Proceeding: How Innovation Could Improve the Performance and Productivity in Entrepreneurship (pp. 292–306)? Tangerang, Indonesia. Business School – Universitas Pelita Harapan.
Winkielman, P., & Cacioppo, J. T. (2001). Mind at ease puts a smile on the face: Psychophysiological evidence that processing facilitation elicits positive affect. Journal of Personality and Social Psychology, 81(6), 989–1000. https://doi.org/10.1037/0022-3514.81.6.989
Ushchapovska, I. V. (2017). Convergence of brand language elements. Fіlologіchnі traktati, 9(1), 115–120.
Anholt, S. (2006). Why brand? Some practical considerations for nation branding. Place Branding, 2(2), 97–107. https://doi.org/10.1057/palgrave.pb.5990048
Ballouli, K., & Bennett, G. (2014). New (Sound) waves in sport marketing: Do semantic differences in analogous music impact shopping behaviors of sport consumers? Sport Marketing Quarterly, 23(2), 59–72.
Beckman, E., Kumar, A., & Kim, Y.-K. (2013). The impact of brand experience on downtown success. Journal of Travel Research, 52(5), 646–658. https://doi.org/10.1177/0047287513478502
Beukeboom, C. J., Kerkhof, P., & Vries, de M. (2015). Does a virtual like cause actual liking? How following a brand’s Facebook updates enhances brand evaluations and purchase intention. Journal of Interactive Marketing, 32(1), 26–36. https://doi.org/10.1016/j.intmar.2015.09.003
Bossel, V., Geyskens, K., & Goukens, C. (2019). Facing a trend of brand logo simplicity: The impact of brand logo design on consumption. Food Quality and Preference, 71, 129–135. https://doi.org/10.1016/j.foodqual.2018.06.009
Bottomley, P. A., & Doyle, J. R. (2006). The interactive effects of colors and products on perceptions of brand logo appropriateness. Marketing Theory, 6(1), 63–83. https://doi.org/10.1177/1470593106061263
Budiardjo, H. (2016). The impact of packaging design to purchase behavior through brand trust. International Journal of Business and Management Invention, 5(1), 82–89.
Chen, Ch.-H., Chen, H.-Ch., & Roberts, A. M. (2019). Why humor enhances creativity from theoretical explanations to an empirical humor training program: Effective “Ha-Ha” helps people to “A-Ha”. In S. R. Luria, J. Baer, & J. C. Kaufman (Eds.), Explorations in creativity research. Creativity and humor (pp. 83–108). J. C. Kaufman (Series Ed.). Academic Press. https://doi.org/10.1016/B978-0-12-813802-1.00004-1
Chernatony, de L., McDonald, M., & Wallace, E. (2013). Creating powerful brands. London and New York. https://doi.org/10.4324/9780080476919
Cohen, G. L., & Sherman, D. K. (2014). The psychology of change: Self-affirmation and social psychological intervention. Annual Review of Psychology, 65, 333–371. https://doi.org/10.1146/annurev-psych-010213-115137
Farhana, M. (2012). Brand elements lead to brand equity: Differentiate or die. Information Management and Business Review, 4(4), 223–233. https://doi.org/10.22610/imbr.v4i4.983
Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management, 76(A), 271–285. https://doi.org/10.1016/j.ijhm.2018.05.016
Fuller, R., Stocchi, L., Gruber, Th., & Romaniuk, J. (2023). Advancing the understanding of the pre-purchase stage of the customer journey for service brands. European Journal of Marketing, 57(2), 360–386. https://doi.org/10.1108/EJM-10-2021-0792
Gajdzik, B., & Wolniak, R. (2022). Smart production workers in terms of creativity and innovation: The implication for open innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8(2). https://doi.org/10.3390/joitmc8020068
Girard, T., Anitsal, M. M., & Anitsal, I. (2013). The role of logos in building brand awareness and performance: Implications for entrepreneurs. Entrepreneurial Executive, 18, 7–16.
Gustafsson, C. (2015). Sonic branding: A consumer-oriented literature review. Journal of Brand Management, 22(1), 20–37. https://doi.org/10.1057/bm.2015.5
Hagtvedt, H. (2011). The impact of incomplete typeface logos on perceptions of the firm. Journal of Marketing, 75(4), 86–93. https://doi.org/10.1509/jmkg.75.4.86
Herskovitz, S., & Crystal, M. (2010). The essential brand persona: Storytelling and branding. Journal of Business Strategy, 31(3), 21–28. https://doi.org/10.1108/02756661011036673
Iqani, M. (2019). Picturing luxury, producing value: The cultural labour of social media brand influencers in South Africa. International Journal of Cultural Studies, 22(2), 229–247. https://doi.org/10.1177/1367877918821237
Jeon, J. O., & Baeck, S. (2016). What drives consumer’s responses to brand crisis? The moderating roles of brand associations and brand-customer relationship strength. Journal of Product and Brand Management, 25(6), 550–567. https://doi.org/10.1108/JPBM-10-2014-0725
Jin, Ch., Yoon, M., & Lee, J. (2019). The influence of brand color identity on brand association and loyalty. Journal of Product and Brand Management, 28(1), 50–62. https://doi.org/10.1108/JPBM-09-2017-1587
Kapferer, J.-N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan Page.
Kauppinen‐Räisänen, H. (2014). Strategic use of colour in brand packaging. Packaging Technology and Science: An International Journal, 27(8), 663–676. https://doi.org/10.1002/pts.2061
Kohli, Ch., & LaBahn, D. W. (1997). Creating effective brand names: A study of the naming process. Journal of Advertising Research, 37(1), 67–75.
Kohli, Ch., Leuthesser, L., & Suri, R. (2007). Got slogan? Guidelines for creating effective slogans. Business Horizons, 50(5), 415–422. https://doi.org/10.1016/j.bushor.2007.05.002
Lane Keller, K. (1996). Brand equity and integrated communication. In E. Thorson & J. Moore (Eds.), Advertising and consumer psychology. Integrated communication: Synergy of persuasive voices (pp. 103–132). Lawrence Erlbaum Associates, Publishers.
Lane Keller, K. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595–600. https://doi.org/10.1086/346254
Lehnert, K., Till, B. D., & Carlson, B. D. (2013). Advertising creativity and repetition: Recall, wearout and wearin effects. International Journal of Advertising: The Review of Marketing Communications, 32(2), 211–231. https://doi.org/10.2501/IJA-32-2-211-231
Levin, A. M., Joiner, Ch., & Cameron, G. (2001). The impact of sports sponsorship on consumers’ brand attitudes and recall: The case of NASCAR fans. Journal of Current Issues and Research in Advertising, 23(2), 23–31. https://doi.org/10.1080/10641734.2001.10505118
Lin, R., Lin, P. C., & Ko, K. J. (1999). A study of cognitive human factors in Mascot design. International Journal of Industrial Ergonomics, 23(1–2), 107–122. https://doi.org/10.1016/S0169-8141(97)00106-6
MacInnis, D. J., Moorman, Ch., & Jaworski, B. J. (1991). Enhancing and measuring consumers’ motivation, opportunity, and ability to process brand information from ads. Journal of Marketing, 55(4), 32–53. https://doi.org/10.2307/1251955
Manjusha, T. V., & Segar, V. (2013). A study on impact of celebrity endorsements and overall brand which influence consumers’ purchase intention – with a special reference to Chennai city. International Journal of Marketing, Financial Services and Management Research, 2(9), 78–85.
Matúšová, J. G. (2021). Logo as the greatest symbol of brand. European Journal of Media, Art and Photography, 9(2), 126–133.
Mehta, R., & Zhu, R. J. (2009). Blue or red? Exploring the effect of color on cognitive task performances. Sciencexpress, 323(5918), 1226–1229. https://doi.org/10.1126/science.1169144
Metz Thomas Jr., G. (2004). Building the buzz in the hive mind. Journal of Consumer Behaviour: An International Research Review, 4(1), 64–72. https://doi.org/10.1002/cb.158
Mohanty, S. S. (2014). Growing importance of mascot and their impact on brand awareness – a study of young adults in Bhubaneswar City. International Journal of Computational Engineering and Management, 17(6), 42–44.
Randall, R. M. (2015). W. Chan Kim and Renée Mauborgne Dispel Blue ocean myths. Strategy and Leadership, 43(2), 11–14. https://doi.org/10.1108/SL-01-2015-0007
Reber, R., Winkielman, P., & Schwarz, N. (1998). Effects of perceptual fluency on affective judgments. Psychological Science, 9(1), 45–48. https://doi.org/10.1111/1467-9280.00008
Romaniuk, J. (2018). Building distinctive brand assets. Oxford University Press.
Runco, M. A. (2014). Creativity. Theories and themes: Research, development, and practice. Academic Press.
Runco, M. A. (1991). Creativity research. Divergent thinking. M. A. Runco (Series Ed.). Ablex Publishing Corporation.
Sawyer, R. K. (2012). Explaining creativity: The science of human innovation. Oxford University Press, Inc.
Shahid, Sh., Paul, J., Gul Gilal, F., & Ansari, Sh. (2022). The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores. Psychology and Marketing, 39(7), 1398–1412. https://doi.org/10.1002/mar.21661
Smith, T. (2011). Brand salience not brand science: A brand narrative approach to sustaining brand longevity. The Marketing Review, 11(1), 25–40. https://doi.org/10.1362/146934711X565279
Smith, R. E., & Yang, X. (2004). Toward a general theory of creativity in advertising: Examining the role of divergence. Marketing Theory, 4(1–2), 31–58. https://doi.org/10.1177/1470593104044086
Soriano de Alencar, E., & Souza Fleith, de D. (2003). Criatividade: Múltiplas Perspectivas. Editora UnB.
Stuhlfaut, M. W., & Windels, K. (2015). The creative code: A moderator of divergent thinking in the development of marketing communications. Journal of Marketing Communications, 21(4), 241–259. https://doi.org/10.1080/13527266.2013.772913
Taffe, S., Sterling, L., & Pedell, S. (2022). Brainstorm: Do/Be/Feel and motivational modelling: Applying a new brainstorming process in the design of brandmarks. Visible Language, 56(1), 46–71. https://doi.org/10.34314/vl.v56i1.4935
Tollington, T. (1998). Brands: The asset definition and recognition test. Journal of Product and Brand Management, 7(3), 180–192. https://doi.org/10.1108/10610429810222822
Torrance, E. P. (1972). Predictive validity of the torrance tests of creative thinking. Journal of Creative Behavior, 6(4), 236–262. https://doi.org/10.1002/j.2162-6057.1972.tb00936.x
Veirman, de M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
Wallace, R. (2001). Proving our value: Measuring package design’s return on investment. Design Management Journal (Former Series), 12(3), 20–27. https://doi.org/10.1111/j.1948-7169.2001.tb00549.x
Wang, F., & Hariandja, E. S. (2016, 17 March). The influence of brand ambassador on brand image and consumer purchasing decision: A case of Tous les Jours in Indonesia. In Proceeding: How Innovation Could Improve the Performance and Productivity in Entrepreneurship (pp. 292–306)? Tangerang, Indonesia. Business School – Universitas Pelita Harapan.
Winkielman, P., & Cacioppo, J. T. (2001). Mind at ease puts a smile on the face: Psychophysiological evidence that processing facilitation elicits positive affect. Journal of Personality and Social Psychology, 81(6), 989–1000. https://doi.org/10.1037/0022-3514.81.6.989
Ushchapovska, I. V. (2017). Convergence of brand language elements. Fіlologіchnі traktati, 9(1), 115–120.