What’s the most distinctive brand asset of all?

Ipsos and Jones Knowles Ritchie did a big ol’ global study to find out. 25 countries. 33 categories. 523 brands. 5,000 brand assets. And 26,000 people. 

The core question: did LOTS of people connect the thing to the RIGHT brand?

Then they sliced them into three tiers: gold, silver & bronze.