Choosing Brand Elements to

Build Brand Equity

Co – Brand Association

 Consumer perception regarding a brand.

Brand Elements
 Brand components that serve to identify or differentiate a brand.
o Brand Name
o URL
o Logos
o Symbols
o Characters
o Spokes People
o Slogans
o Jingles
o Packages
o Signage
Criteria for Choosing Brand Elements

 Memorability
Offensive strategies to create or
 Meaningfulness build brand equity
 Likability

 Transferable
Defensive strategies to create or
 Adaptable build brand equity
 Protectable
 Memorability
o Easily recognized – Identification

o Easily recalled – Remind

 Meaningful
o Descriptive – Sometime the element can be used to describe the businesses.

o Persuasive – The brand elements motivate customers to buy it.

 Likable
o Fun & interesting

o Rich visual & verbal imagery

o Aesthetically pleasing
 Transferable
o Companies transfer logos and other banners within and across product
categories, boundaries and geographical areas.

o But it depends on culture and language

 Adaptable
o Flexible

o Updatable

 Protectable
o Legally

o Competitively
Thank You