This graph shows that including distinctive brand assets within advertising help people to register and remember which brand is being advertised.
Ads featuring a sound that has become associated with the brand previously are nearly nine time more likely to achieve strong branded attention when aired than an average ad. Examples include the sequence of notes used by McDonalds (associated with the phrase 'I'm lovin' it') and the four notes used by Intel.
Famous brand characters include The Jolly Green Giant, Flat Eric, Pillsbury Doughboy, Betty Crocker, Tony the Tiger, The Michelin Man, the Durcacell Bunny, Captain Birdseye and hundreds of others. Brand characters are out of fashion at the moment despite the huge benefits they bring.