4.brand elements

• Brand elements are trademark-able devices that serve to identify and differentiate the brand.
• Brand elements include brand names, logos, URL, Jingles, slogans, and more.
• Memorability in brand elements is the ability to be easily recognized and recalled.
• Meaningfulness in brand elements is the ability to provide descriptive or persuasive information about the nature of the product category and specific attributes and benefits of the brand.
• Likeability in brand elements is the ability to be aesthetically appealing, visually, verbally, and in other ways.
• Transferability in brand elements measures the extent to which the brand elements add to the brand equity for a new product or in new markets for the brand.
• Adaptability in brand elements is the ability to be flexible and updatable.
• Protectability in brand elements is the ability to be legally and competitively protected.
• Brand elements should inherently be memorable and attention-getting, facilitating recall and recognition.
• Brand elements may take on all kinds of meanings, with either descriptive or persuasive content.
• The first impression is an important determinant of brand awareness and salience, with the second being brand image and positioning.
• For a brand to be likable, customers need to find a brand element aesthetically appealing and the brand elements should be likable visually, verbally, and in other ways.
• Brand elements can be rich in imagery and inherently fun and engaging even if not always related to the product.
• Transferability measures the extent to which the brand elements add to the brand equity for a new product or in new markets for the brand.
• The less specific the name, the more easily it can be transferred.
• To what extent does the brand element add to the brand equity across geographic boundaries and market segments? Culture is the key.
• Adaptability measures how adaptable and flexible the brand element is, making it easier to update it to change consumer values and opinion.
• Marketers should choose brand elements that can be legally protected internationally and formally register chosen brand elements with the appropriate legal bodies.
• Marketers should vigorously defend trademarks from unauthorized competitive infringement.