Skip to content
Understanding Your Key Brand Assets
Strengthen the Signals That Set You Apart
Understand which visual assets your brand truly owns. Our Key Brand Asset (KBA) testing combines behavioural science and consumer insight to measure recognition, distinctiveness, and emotional impact.
Talk to us about your brand assets
Why Distinctive Brand Assets Matter
In the race to stay relevant, brands often risk diluting or losing the power of their visual identity.
Every brand has visual elements, colours, logos, shapes, characters, but not all are truly owned.
KBA testing shows which assets drive recognition, emotion, and purchase intent, so you can refine your identity with confidence.
It’s the difference between a brand that fades into the background and one that commands attention and loyalty.
What You’ll Learn from KBA Testing
Using implicit and explicit methods, we measure how each element of your brand identity performs across four key dimensions:
Asset Ownership
Determines which visual elements are strongly owned by your brand and recognised by consumers.
Distinctiveness
Identifies assets that are truly unique to your brand versus those that could be mistaken for competitors.
Emotional Impact
Evaluates how each asset makes consumers feel, highlighting elements that align with brand positioning.
Attention-Grabbing Power
Assesses which assets stand out most effectively in competitive contexts, ensuring your brand catches consumers’ attention.
How Behavioural Science and Implicit Testing Make the Difference
Our testing combines fast implicit response measures with targeted explicit questions to reveal what people genuinely notice, recall, and respond to. Using behavioural science we identify the visual assets that drive instinctive recognition, emotional connection, and consumer choice, closing the gap between real consumer behaviour and stated opinions.
Our flexible, modular testing framework works across logos, packaging cues, brand characters, and full identity systems. And when you want deeper context behind the patterns, we can add a qualitative layer, from quick conversational chatbot depth to traditional one-to-one interviews.
The result is a clear, data-driven view of how your distinctive assets perform in real-world consumer behaviour.
And if you’re looking at how these assets translate into broader perceptions of your brand, our Brand Positioning methodology breaks down exactly where you sit in consumers’ minds.
Here’s how one brand moved from asset ownership to asset value:
Bacardi wanted to take a deeper dive into their brand assets. Traditional methodologies focused narrowly on ownership and distinctiveness, measuring which assets consumers associated with the brand and how unique they were.
While useful, these studies were often limited to a handful of assets and lacked depth. Bacardi wanted more.
The Challenge
Their challenge was clear: how could they not only test more assets but also understand the speed of recognition, the strength of associations, and, most importantly, the actual value these assets brought to the brand? This wasn’t just about owning an asset; it was about knowing how much that ownership mattered to consumers and whether it gave Bacardi a competitive edge.
The Mindlab team is easy to work with, and add great value to our insights. They are professionals with a unique and very rigorous approach to packaging testing. We highly recommend them for CPG studies in this area
Senior Director of Insights | FMCG
Seen what we do but wonder who we do it for?
We thought you might like to see some of the clients we work with...
