This data shows that including distinctive brand assets within advertising helps people to register and remember which brand is being advertised.
Branded sounds/jingles are particularly effective. 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.
Jingles and brand characters are out of fashion at the moment despite the huge benefits they bring.
Here is where you can access IPSOS's 'The Power of You' report.
Click here for further insights about choosing which DBAs your brand should develop.