Assets become associated with the brand if they are sufficiently distinctive and used repeatedly within paid and owned media (see 'One of Pavlov's Dogs').

Having a rich set of assets helps a brand to be highly 'mentally available' when people are buying the category and make it feel like the right choice.

When featured in communications, these assets also immediately bring the brand to mind, making it easier for new associations to be created.

This short video explains the concept in more detail.​