About this document
Key Elements of Brand Equity by Jayesh Ruchandani is a document available to read on EtoBox.
This document discusses criteria for selecting effective brand elements. It defines brand elements as components like names, logos, symbols, packaging, and slogans that identify and differentiate a brand. The key criteria for choosing brand elements are memorability, meaningfulness, likability, transferability, adaptability, and protectability. Memorability, meaningfulness and likability build brand equity offensively by making elements sticky, descriptive, and appealing. Transferability, adaptability and p
- Author
- Jayesh Ruchandani
- Language
- EN