This question is about brand strategist skills.

What are branding assets?

By Kate Swindlehurst - Mar. 13, 2023

Branding assets are recognizable elements that embody a company's identity. The most commonly known branding assets are logos. Many different logos help people to instantly be able to distinguish a brand.

For example, someone can see a large red target and recognize the company Target, even though the actual word is nowhere to be seen.

Along with logos, elements such as catchphrases or jingles are also branding assets. "The snack that smiles back" by Goldfish and "I'm lovin' it" by McDonald's are branding assets that help customers connect words to a brand and its identity.

Typically, branding assets are copyrighted, which means that other companies cannot use these images or phrases without explicit permission, which often includes paying a fee. For example, if you google "The snack that smiles back," you can see that Campbell's food has copyrighted that along with Goldfish.

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