By:

1. Noor ul Amin (09)

2. Aziz Ullah (23)

BBA 5th semester CMC.

To:

Miss Neelam Akbar Marwat

and whole class.

University of Swat

CONTENTS:

Criteria for selecting Brand Elements:

Memorable.

Meaningful.

Likeable.

Transferable.

Adaptable.

Protectable.

WHY DOES IT MATTER?

To earn positive customer based equity it is essential that providers choose brand elements keeping in view the customer brand knowledge.

1. MEMORABLE:

Easily recognized or recalled.

Any image or logo that is unforgettable will easily remain in the minds of the consumers. It should be such that it can be promptly recalled by the consumers.

EXAMPLE:

2. MEANINGFUL:

Descriptive or persuasive.

The brand element should have a meaning and be able to communicate general or specific information about the product.

EXAMPLE:

A healthcare brand of herbal products shows green leaves and greenery as a symbol. This suggests something about the product ingredient; that it is herbal. Thus it makes it easy to remember along with the nature and purpose of the brand.

3. LIKEABLE:

Pleasant.

Fun, interesting or rich in verbal and visual imagery.

It is very important that the brand elements are liked by the consumers. They can be interesting and entertaining as well. Brand elements can have images, colors, styles and themes that are pleasing to the consumers.

EXAMPLE: “NARAM SAA TOU HAI”

4. TRANSFERABLE:

The fourth criterion is transferability of brand within and cross product categories and cross geographic boundaries.

Brand elements should be able to reach various product categories and remain the same across the cultural and geographical regions.

EXAMPLE:

The company name is based on one of the founder’s name in US, but it has no inherent meaning binding to a specific type of product. Therefore it is appropriate for a large variety of the products in the category of food .

5. ADAPTABLE:

Flexible and updateable overtime.

This is also true in case of geographic and cultural differences, where the brand elements should be flexible enough to be accepted everywhere.

EXAMPLE:

If the name of the brand is in a particular native language, it will have to be translated in other languages when considering global availability.

Norway India Pakistan

OR

6. PROTECTABLE

Legally or competitively.

Trade Mark, Copyright.

The most important aspect is that the brand element like name, logo, character, etc must be legally protected. They should be registered with concerned governing bodies.

The name, colors, packaging etc if easily copied, the brand can lose it uniqueness.