From brand elements to brand equity

Based on Keller (2003), I provide the following agenda for examining brand elements brand equity building:

1. How to choose brand elements:
• Criteria: memorability, meaningfulness, likability, transferability, adaptability, and protectability
2. Options for brand elements
• Brand names, URLs, Logos and symbols, characters, slogans, jingles, packaging
3. A synthesis (re: Figure 4-17, on page 218)

Try to read Keller (2003; chapter 4) and come up with your own examples when reviewing the various concepts listed in the discussion agenda.



Reference
Keller, K.L. (2003) "Chapter 4: Choosing Brand Elements to Build Brand Equity", Building, Measuring, and Managing Brand Equity, Prentice Hall.