As a Senior Marketing Scientist at the Ehrenberg Bass Institute my primary field of research is Distinctive Assets and brand identity. My current focus is on the role of brand identity in portfolio branding, and the play off between brand, category, and variant cues in design. I have extensive practical experience in Distinctive Asset measurement and Category Entry Point identification, covering a wide range of global brands.Based at University of South Australia, the Ehrenberg-Bass Institute is the world’s largest centre for research into marketing. Our research into marketing is supported by many of the world’s largest brands including Molson Coors, Lindt & Sprüngli, Intersnack Group and Mondelez. To learn more visit www.MarketingScience.info