1. The document outlines six criteria for selecting effective brand elements: memorable, meaningful, likeable, transferable, adaptable, and protectable. 2. It provides examples to illustrate each criterion, such as a healthcare brand using images of green leaves and greenery to represent its herbal products in a meaningful way. 3. The criteria are intended to help providers choose brand elements that will earn positive customer relationships and recognition by taking into account what resonates with consumers.

1. 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

2. CONTENTS:
 Criteria for selecting
Brand Elements:
 Memorable.
 Meaningful.
 Likeable.
 Transferable.
 Adaptable.
 Protectable.

3. 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.

4. 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.

5. EXAMPLE:

6. 2. MEANINGFUL:
 Descriptive or persuasive.
 The brand element should
have a meaning and be able
to communicate general or
specific information about
the product.

7. 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.

9. 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.

11. EXAMPLE: “NARAM SAA TOU HAI”

12. 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.

13. 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 .

14. 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.

15. 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

16. 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.