SIX CRITERIA FOR CHOOSING BRAND ELEMENTS

SIX Criteria for Choosing Brand Elements

1. Memorability
2. Meaningfulness
3. Likability
4. Transferability
5. Adaptability
6. Protectability
1. MEMORABILITY 2. MEANINGFULNESS 3. LIKABILITY

4. TRANSFERABILITY 5. ADAPTABILITY 6. PROTECTABILITY

SIX Criteria for Choosing Brand Elements

• M. emorability
Marketer’s offensive strategy
• Meaningfulness and build brand equity
• Likability
• Transferability
Defensive role for
• Adaptability leveraging and
maintaining brand equity
• Protectability
 • Memorability
• Easily recognized
1
• Easily recalled
→ achieving a high level of brand awareness
Brand elements inherently be memorable
should attention-getting, and therefore
and facilitate recall or
recognition.
 Similar to two of the restaurant’s golden brown French
fries
bent into the shape of an “M”.

 Another critical design element of the McDonald’s logo is its

simplicity.

 The company needed a logo that would be simple, unmistakable,

and easy to recognize from a distance.
 • Meaningfulness
• Descriptive
2 • Persuasive

TWO IMPORTANT CRITERIA

About the FUNCTION of the
GENERAL INFORMATION
product or service

About particular ATTRIBUTES

SPECIFIC INFORMATION
and BENEFITS of the brand
 General information about the function of the product
or service
 Does the brand element have descriptive meaning and suggest something about
the product category, the needs satisfied or benefits supplied?
 How likely is it that a consumer could correctly identify the product category
for the brand based on any one brand element?
 Does the brand element seem credible in the product category?

 Specific information about particular

attributes and
benefits of the brand
 Does the brand element have persuasive meaning and suggest
something about the particular kind of product, or its key points-of-
differences attributes or benefits?
 Does it suggest something about some aspect of the product
performance or the type of person who might use the brand?
 GENERAL INFORMATION SPECIFIC INFORMATION
About the FUNCTION of the About particular ATTRIBUTES
product or service and BENEFITS of the brand

CLASS ACTIVITY: WHAT GENERAL AND SPECIFIC

INFORMATION ARE IN DISNEYLAND LOGO?
 • Likability
• Fun and interesting
3 • Rich visual and verbal imagery
• Aesthetically pleasing
HOW “Likability”?
 • Memorability
• Easily recognized
1 • Easily recalled This set of brand elements
offers many advantages
• Meaningfulness because consumers often
• Descriptive do not examine much
2 • Persuasive information in making
product decisions.
• Likability
• Fun and interesting
3 • Rich visual and verbal imagery
• Aesthetically pleasing
SIX Criteria for Choosing Brand Elements

1. Memorability
2. Meaningfulness
3. Likability
4. Transferability
5. Adaptability
6. Protectability

Ly Dan Thanh-thanhld@uef.edu.vn-0989504032
 • Transferability
• Within and across product categories
4 • Across geographic boundaries and cultures

• Adaptability
• Flexible
5 • Updatable

• Protectability
• Legally
6 • Competitively
 • Transferability
4 • Within and across product categories
• Across geographic boundaries and cultures

 First
 Tell how useful is the brand element for line
or category extensions
oE.g. Amazon connotes a massive South America
river
oAnalization: Pho 24, Café Trung Nguyên,
Thế Giới Đậu Hủ
 Second
 Brand element adds to brand equity across
geographic boundaries and market segments and
depends on the cultural content and linguistic
qualities of the brand name. (Figure 4.2 Ten
Global Brand Mishaps, p.145)
 Company must review all their brand elements
for cultural meaning before introducing the
brand into a new market.
 FIGURE 4-2: Ten Global Branding Mishaps

1.When Braniff translated a slogan touting its upholstery, “Fly in

leather,” it came out in Spanish as “Fly naked.”
(Barniff International Airways was an American airline)
2.Coors put its slogan, “Turn it loose,” into Spanish, where it was
read as “Suffer from diarrhea.”
(The Coors are an Irish band that combines pop rock with
traditional Celtic folk music)
3.Chicken magnate Frank Perdue’s line, “It takes a tough man to
make a tender chicken,” sounds much more interesting in Spanish:
“It takes a sexually stimulated man to make a chicken
affectionate.”
(Franklin Parsons “Frank” Perdue was the president and CEO of
Perdue Farms for many years, now one of the largest chicken-
producing companies in the United States)
 FIGURE 4-2: Ten Global Branding Mishaps

4.When Pepsi started marketing its products in China,

they translated their slogan, “Pepsi Brings You Back to
Life,” pretty literally. The slogan in Chinese really meant
“Pepsi Brings Your Ancestor Back from the Grave.”
5.Clairol introduced the “Mist Stick,” curling iron, into
Germany only to find out that mist is slang for manure in
German.
6.Japan’s Mitsubishi Motors had to rename its Pajero
model in Spanish-speaking countries because the term
related to masturbation.
7.Toyota Motor’s MR2 model dropped the number in
France because the combination sounded like a French
swearword.
 • Adaptability  Because of changes in consumer values
• Flexible and opinions, or simply because of a need to
5 contemporary,
remain most brand elements must
• Updatable
be updated.
 The more adaptable and flexible the
brand
element, the easier it is to update it.
 • Protectability
• Legally
6
• Competitively

Defending trademarks or copyrights from

unauthorized competitive infringement
If a name, package, or other attribute is too
easily copied, much of the uniqueness of the
brand may disappear.
 REVIEW: Six Criteria for Brand Elements
• Memorability
• Easily recognized
1 • Easily recalled

• Meaningfulness
• Descriptive
2 • Persuasive • Transferability
• Likability • Within and across product categories
• Fun and interesting
4 • Across geographic boundaries and
3 • Rich visual and verbal imagery cultures
• Adaptability
• Aesthetically pleasing
• Flexible
5 • Updatable

• Protectability
• Legally
6 • Competitively
 HOME ASSIGNMENT
In group, analyzing the following logos: