5 Rationales for Brand Change

The identity/execution was poorly conceived: Can often be identified by measures of consumer interest, brand associations, sales. The target for the identity/execution is limited: May need to change…

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