A brand’s unique property may include its logo, a jingle or sound mnemonic (called sonic branding) a font, colour, tag line or a brand mascot. Surprisingly, not many brands work with a long-term view to create a distinct brand property. The way a ‘product window’ (industry speak for the cut-way segment in an ad which shows ingredients or how they work) is shot or the use of a celebrity cannot be a sustainable, unique property.…