Strategic Brand Management - The Beginner's Guide

There are 6 integral criteria for choosing your brand elements: 1)       Memorability 2)       Meaningfulness                              3)       Likability 4)       Transferability 5)       Adaptability                         6)       Protectability 1. Memorability: Brand elements that help achieve a high level of brand awareness or attention to the brand, in turn facilitate the recognition and recall of a brand during purchase or consumption. 2. Meaningfulness : Here a marketer needs to ensure that brand elements are descriptive and suggesting something about the product category of the brand. This is important to develop awareness and rec...