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Brand Elements

Definition of “Brand Elements”?

Elements used to express/represent and identify/differentiate the brand.
The consistent use of Brand Elements in all marketing programs helps communicate the Brand Character to the marketplace. The brand name, logo, slogan, jingle, and packaging style are all examples of Brand Elements. Desirable Brand Elements should be as many of the following characteristics as possible:

  • Meaningful (ie, effectively enable customers to understand the meaning of the Brand – EG. the Brand’s Character)
  • Memorable
  • Protectable (i.e., legally registrable)
  • Adaptable (i.e., can be updated to maintain/enhance memorability, meaningfulness, etc)

  • Transferable (i.e., cross-culturally; and/or within and across product categories)
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