A MMMasterclass in using distinctive assets to build brand

When it comes to global branding, few companies have mastered the art of distinctiveness quite like McDonald’s. Whether you’re craving a burger in New York, Paris, or Tokyo, you’ll recognise the brand instantly. This isn’t just the result of a lucky break—it’s a strategic masterclass in the use of distinctive brand assets (DBAs) to drive recognition, recall, and, ultimately, sales.

What are distinctive brand assets?

Distinctive brand assets are the unique, non-verbal cues that consumers associate with a brand. They include colours, shapes, symbols, jingles, and even smells. Unlike a logo or brand name, these elements work in the background, subtly reinforcing brand identity without requiring conscious effort from the consumer.

The concept of distinctive brand assets has been extensively researched by Jenni Romaniuk at the Ehrenberg-Bass Institute, who emphasises their role in building mental availability—ensuring a brand is easily recognised and recalled in buying situations.

For McDonald's, these assets include:

• The Golden Arches: A globally recognized symbol that instantly signals "McDonald's" without the need for words.

• The red and yellow colour scheme: Colours that evoke feelings of excitement and hunger, playing a psychological role in brand appeal.

• The “I’m Lovin’ It” jingle: One of the most enduring sonic brand assets in the world, ensuring audio recognition.

• Ronald McDonald and friends: Although less emphasised in recent years, these characters helped build brand familiarity for decades.

• The signature menu options: The Big Mac, Fries, and Happy Meals are more than products—they are assets that customers associate uniquely with McDonald's.

Why McDonald’s get it right

1. Consistency across markets – Whether you’re in the U.S. or China, McDonald's ensures its brand assets remain largely unchanged, reinforcing its distinctiveness.

2. Multi-sensory branding – McDonald’s doesn’t just rely on visual cues. Its jingle, packaging, store layout, and even the smell of fries contribute to a full sensory experience.

3. Advertising that repeats and reinforces – McDonald's advertising doesn’t introduce new elements randomly; it builds upon existing DBAs to deepen recognition.

4. Simplicity & memorability – The brand avoids over-complication, sticking with assets that are easy to recall and recognise.

Key takeaways for marketers

If you want to build a brand that sticks in the consumer’s mind, follow McDonald's playbook:

• Identify and develop non-verbal brand assets.

• Maintain consistency across all customer touchpoints.

• Use repetition to reinforce brand associations.

• Create a multi-sensory brand experience.

McDonald's has turned branding into an exact science, proving that when used correctly, distinctive brand assets can be the golden ticket to brand dominance.