Brand Element Choice Criteria

S c r o l l D o w n
  • 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

Source: Prof Barbara Khan