The document discusses strategies for managing brand presence. It identifies six criteria that brand elements should meet: memorability, meaningfulness, likability, transferability, adaptability, and protectability. Marketers can use both offensive and defensive strategies to build and maintain brand equity through these criteria. Tactics for strong brand elements include choosing memorable brand names that are meaningful to consumers and legally protected. Managing a brand's presence requires clarity on the brand's vision, analyzing the competitive situation, and creating a distinctive brand identity.