Definition

Brand elements

Brand elements are those trademarkable devices that serve to identify and differentiate the brand such as a brand name, logo, or character.

There are six criteria for choosing brand elements. The first three- memorable, meaningful, and likeable— are “brand building.” The later three— transferable, adaptable, and protectable— are “defensive” and help leverage and preserve brand equity against challenges.

Share it:  Cite

More from this Section

  • Category points-of-parity
    Category points-of-parity are attributes or benefits that consumers view as essential ...
  • Benefit segmentation
    Benefit segmentation is a powerful form of segmentation refers to dividing the market ...
  • Sales quotas
    Sales quotas refer to a standard that states the amount a salesperson should sell and ...
  • The selling concept
    The selling concept holds that consumers and businesses, if lift alone, won’t buy enough ...
  • Need recognition
    The first stage of the buyer decision process, in which the consumer recognizes a problem ...