The document discusses elements that make up a brand including a catchy name, logo, colors, characters, fonts, sounds, movements, emblem, and slogans. It notes some famous slogans used by major brands. It asks how to create a memorable and unique brand that engages customers in an inoffensive way through speaking about the product. The document also mentions brand refreshing, awareness, recall, recognition, and positioning as well as customers being unaware of a brand.