Brand Elements

A variety of brand elements can be chosen that inherently enhance brand awareness or 

facilitate the formation of strong, favorable, and unique brand associations: 

• "Brand Name 
• "Logo 
• "Symbo
• Character
• Packaging
• Slogan

Questions re: Brand Elements 

! How well do the brand elements work together to provide an identity for the 

product or service? 

! What would customers think about the product if they only saw the brand elements? 

Brand Element Choice Criteria 

• ! Memorable 
• " Easily recognized 
• " Easily recalled 
• ! Meaningful 
• " Descriptive 
• " Persuasive 
• ! Appealing 
• " Fun and interesting 
• " Rich visual and verbal imagery 
• " Aesthetically 
• ! Protectable 
• " Legally 
• " Competitively 
• ! Adaptable 
• " Flexible 
• " Updateable 
• ! Transferable 

"Within and across product categories 

" Across geographical boundaries and cultures

Brand Element Choice 

• ! Each brand element plays a different role in creating the overall perception 
• "Different strengths and weaknesses ! Brand elements should be used 
• strategically to achieve a balance and impact ! Need consistency and integration