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Brand Management: Brand elements and brand identity · Criteria for Choosing Brand Elements

How the six criteria for brand names, logos, slogans and packaging build and protect a brand.

Brand Management · 24 questions

Try 3 questions

1. In Keller's framework, which three brand element criteria are 'defensive', helping a brand keep and leverage its equity?

  1. Recognition, recall and loyalty
  2. Transferability, adaptability and protectability
  3. Memorability, meaningfulness and likability
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Answer: Transferability, adaptability and protectability

Keller sorts the six criteria into two groups: memorable, meaningful and likable build equity (offensive), while transferable, adaptable and protectable preserve and leverage it (defensive).

2. A brand name that shoppers spot instantly on a crowded supermarket shelf scores high mainly on which criterion?

  1. Protectability
  2. Memorability
  3. Transferability
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Answer: Memorability

Memorability covers how easily an element is recognized or recalled, and quick recognition at the shelf is exactly that.

3. The car battery name 'DieHard' hints at long life. Which brand element criterion does it mainly serve?

  1. Protectability
  2. Adaptability
  3. Meaningfulness
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Answer: Meaningfulness

A meaningful element conveys something about the product; 'DieHard' suggests durability, a benefit buyers care about in a battery.

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