Criteria for Choosing Brand Elements

Presented by

Rakib Zahoor Wani

Two Strategies Formula

Defensive Strategy
Offensive Strategy
(Build Brand Equity)

(Leveraging &
Maintaining Brand
Equity)

The Offensive Strategy

1.Memorability
2.Meaningfulness
3.Likeability

The Defensive Strategy

4. Transferability
5. Protectability
6. Adaptability

1. Memorability

Facilitate Recognition and Recall in Purchase or

consumption settings
Easy to remember or attractive brand elements
Brand Elements to be chosen that are inherently
memorable.
A necessary condition for building brand equity is
achieving high level of brand Awareness.

2. Meaningfulness

The Inherent meanings of Brand elements

enhances the formation of Brand Associations.
Brand
Elements
may
persuasive meaning.

take

descriptive

or

General Information about the Nature of the

Product category (guides Brand Awareness &
Salience)
Specific Information about the special attributes
or benefits of the Brand (guides Brand Image &
positioning)

3. likeability

Do
Customers
Appealing ?

find

Elements

Aesthetically

Brand elements can be chosen that are rich in

visual and verbal imagery and inherently fun and
interesting.
The Associations suggested by brand element
may not always be related to the product.

4. transferability

To what extent can the brand element add to the

brand equity of new products sharing the brand
elements introduced either within the product
class or across product classes? (Line / category
Extensions)
In general, the less specific the name, the more
easily it can be transferred across categories.
To what extent does the brand element add to
brand equity across geographic boundaries and
market segments?
Advantage of Non Meaningful Name is that they
translate well into other language.

5. Protectability

Legal and Competitive Protection

Marketers should:
1. Choose brand elements that can be legally protected
internationally.
2. Formally register them with the appropriate legal
bodies.
3. Vigorously defend trademarks from unauthorized
competitive infringement.
4. Another consideration is whether the brand is
competitively protectable. If a name, package, or
other attribute is too easily copied, much of
uniqueness of the brand may disappear.

6. adaptability

Changes in consumer values and opinions, or simply

because of a need to remain contemporary, brand
elements often must be updated over time.
The more adaptable and flexible the brand element, the
easier it is to update it.
For example, logos and characters can be given a new
look or a new design to make them appear more
modern and relevant.

Thank you