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A Strategy Discussion FORUM for MBA and Working Professionals Forum Category Marketing Strategies
Re:criteria for choosing brand elements (1 viewing) (1) Guest
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TOPIC: Re:criteria for choosing brand elements
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ratika.s (User)
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criteria for choosing brand elements 3 Years, 5 Months ago Karma: 0  
What are the various criteria while choosing brand elements ???
 
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#154
Mr.brand (User)
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Re:criteria for choosing brand elements 3 Years, 5 Months ago Karma: 0  
There are six criteria in choosing brand elements (as well as more specific choice considerations in each case). The first three (Memorable, Meaningfully, and Likable )can be classified as "Brand Building" in terms of how brand equity can be built through the judicious choice of a brand element. The latter three (Protectable, Adaptable, and Transferable ) are more "Defensive" and are concerned with how the brand equity contained in a brand element can be leveraged and preserved in the face of different opportunities and constraints.
 
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