Brand
A brand is a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers .
Brand elements are devices, which can be trademarked, that identify and differentiate
the brand. Most strong brands employ multiple brand elements.
There are six criteria for choosing
brand elements. The first three memorable, meaningful, and likable are brand building. The
latter three transferable, adaptable, and protectable are defensive and help leverage and
preserve brand equity against challenges.
1. Memorable.How easily do consumers recall and recognize the brand element, and when atboth purchase and consumption? Short names are memorablebrand elements.
2. Meaningful. Is the brand element credible? Does it suggest the corresponding category and a
product ingredient or the type of person who might use the brand?
3. Likable. How aesthetically appealing is the brand element? A recent trend is for playful names
that also offer a readily available URL.
4. Transferable.Can the brand element introduce new products in the same or different categories?
Does it add to brand equity across geographic boundaries and market segments?
5. Adaptable.How adaptable and updatable is the brand element?
6. Protectable.How legally protectable is the brand element? How competitively protectable?
⠀ American Marketing Association(n.d.). Definitions of Marketing. Retrieved from: https://www.ama.org/the-definition-of-marketing-what-is-marketing/