4: Choosing Brand Elements to Build Brand Equity

Question 1

What are the different types of brand elements/brand identities?

Answer 1

1. Brand names
2. URL
3. Logos
4. Symbols
5. Character
6. Spokespeople
7. Slogans
8. Jingles
9. Packages
10. Signages

Question 2

What is an ideal brand element?

Answer 2

– Easily remembered
– Highly suggestive of the product class and benefits
– Inherently fun or interesting
– Rich with creative potential
– Transferable to a wide variety of product and
geographic settings
– Enduring in meaning and relevant over time
– Strongly protectable both legally and competitively

Question 3

What are the 6 criterias of brand name?

Answer 3

– Memorability
– Meaningfulness
– Likability
– Transferability
– Adaptability
– protectability

Question 4

Explain each criteria.

Answer 4

1. Memorability
   - Easily recognized
   - Easily recalled
2. Meaningfulness
   - Descriptive
   - Persuasive
3. Likability
   - Fun and interesting
   - Rich visual and verbal imagery
   Aesthetically pleasing
4. Transferability
   - Within and across product categories
   - Across geographic boundaries and cultures
5. Adaptability
   - Flexible
   - Updatable
6. Protectability
   - Legally
   - Competitively