Choosing Brand Elements.

1. CHOOSING BRAND ELEMENTS BY RAKU BORDEORI MBA IIyr (08-10) DEPARTMENT OF MANAGEMENT STUDIES PONDICHERRY UNIVERSITY

2. Brand Elements Brand elements are those trademarkable devices that identify and differentiate the brand.

3. BRAND ELEMENTS CHOICE CRITERIA There are six main criteria for choosing brand elements.

4. The first three- Memorable Meaningful Likable- are “brand building”

5. The latter three- Transferable Adaptable Protectable- “defensive” and deal with how to leverage and preserve the equity in a brand element in the face of opportunities and constraints.

6. MEMORABLE How easily is the brand element recalled and recognized. Short brand names.

7. MEANINGFUL Is the brand element credible and suggestive of the corresponding category. Inherent meaning.

8. LIKABLE How aesthetically appealing is the brand element. Concrete brand names.

9. TRANSFERABLE Can the brand element be used to introduce new products in the same or different categories. Brand equity across geographic boundaries and market segments.

10. ADAPTABLE How adpatable and updatable is the brand element. Changed to synchronize with the changing consumer perceptions and preferences.

11. PROTECTIBLE How legally protectible is the brand element. How competively protectible. Names that become synonymous with product categories.

12. REFERENCES Marketing Management, Thirteen edition, A South Asian Perspective. Philip Kotler, Kevin lane Keller, Abraham Koshy, Mithileshwar Jha.

13. LOOKING FORWARD FOR YOUR INPUTS OR COMMENTS.