What are the factors to be kept in mind in choosing brand element

What are the factors to be kept in mind in choosing brand element and how do they help in building brand equity

Choosing brand elements is a critical aspect of building a strong brand identity, and various factors must be considered to ensure that these elements contribute positively to brand equity. The material and immaterial components that distinguish a brand from its rivals and give it its own identity are known as brand elements. Brand names, logos, emblems, characters, slogans, and packaging are some examples of these components. A number of criteria, including memorability, meaningfulness, likability, transferability, adaptability, and protectability, must be carefully taken into account when choosing brand aspects.

What are the factors to be kept in mind in choosing brand element

First and foremost, memorability is a crucial factor in choosing brand elements. A memorable brand name, logo, or symbol increases the likelihood that consumers will recall the brand when making purchasing decisions. 

What are the factors to be kept in mind in choosing brand element-Memorable brand elements create a mental association between the consumer and the brand, fostering brand awareness and recognition. For instance, the simplicity and distinctiveness of the Nike swoosh or the golden arches of McDonald's contribute to their memorability, making these brand elements instantly recognizable to consumers worldwide.

Another important consideration when choosing brand elements is meaningfulness. A brand element should communicate pertinent details about the company, its principles, and its products. Important brand components foster a relationship between the company and its intended audience by assisting customers in comprehending the core of the brand. For instance, the Apple logo, which is a straightforward apple with a bite out of it, represents inventiveness and invention and is consistent with Apple's brand identity and market positioning.

Likability is also crucial in building brand equity through brand elements. Consumers are more likely to engage with and support brands that they find likable. Therefore, brand elements should evoke positive emotions and resonate with the target audience. A likable brand element can enhance the overall brand experience, fostering customer loyalty and advocacy. Coca-Cola's polar bear mascot is a likable and iconic brand element that has become synonymous with the brand's holiday campaigns, creating a positive and emotional connection with consumers.

What are the factors to be kept in mind in choosing brand element-Transferability refers to the ability of brand elements to work across different product categories and geographical boundaries. When choosing brand elements, companies should consider whether the selected elements can be easily adapted to various products or services without losing their meaning or appeal. This adaptability contributes to brand consistency and coherence, strengthening the overall brand image. The Starbucks mermaid logo, for example, has successfully transferred across a wide range of products, from coffee beans to mugs, maintaining its recognition and meaning.

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Adaptability is another critical factor, especially in the dynamic business environment where brands operate. Brand elements should be flexible enough to evolve over time to stay relevant and reflect changes in the market, consumer preferences, and the brand's strategic direction. Brands like Google and Amazon have successfully adapted their logos and brand elements to reflect their growth, innovation, and expanding product offerings.

What are the factors to be kept in mind in choosing brand element-Protectability is the legal aspect of brand element selection. Brands should choose elements that can be legally protected through trademarks to prevent competitors from imitating or using similar elements. This protection helps maintain the uniqueness and exclusivity of the brand, safeguarding it from potential dilution or confusion in the market. The distinctive Nike "swoosh" logo, for example, is a protected trademark that sets the brand apart from its competitors.


The process of choosing brand elements is a strategic undertaking that requires a deep understanding of the brand's identity, target audience, and competitive landscape. The factors of memorability, meaningfulness, likability, transferability, adaptability, and protectability collectively contribute to the development of a brand identity that resonates with consumers and builds brand equity. A carefully crafted brand identity, supported by distinctive and well-chosen brand elements, serves as a powerful asset for companies in the dynamic and competitive business environment.

Effective brand management produces brand equity, or the perceived value that customers attach to a brand, and brand aspects are essential to forming this perception. Strong brand associations, enhanced consumer loyalty, and a competitive edge are all benefits of having a strong equity. Consumers identify the chosen brand aspects with the brand through visual and emotional signals, which cultivate a feeling of familiarity, trust, and preference.

In the ever-evolving marketplace, companies must recognize the importance of adaptability and continuous evaluation of their brand elements to ensure relevance and resonance with changing consumer expectations. By investing in brand elements that are not only memorable and likable but also adaptable and transferable, companies can future-proof their brand identities and maintain a strong connection with their audience.


Why is memorability crucial in choosing brand elements?

Memorability ensures that consumers can easily recall and recognize a brand, contributing to increased brand awareness and consideration during purchasing decisions. Memorable brand elements create a lasting impression in the minds of consumers.

How does likability contribute to brand equity?

Likable brand elements evoke positive emotions and help build a strong emotional connection between the brand and its consumers. This emotional bond fosters customer loyalty, advocacy, and a favorable brand image, all of which contribute to brand equity.

What role does transferability play in brand element selection?

Transferability is a critical factor in brand element selection as it determines the extent to which these elements can seamlessly extend across diverse product categories and geographic markets without losing their meaning or appeal. When a brand element is easily transferable, it enhances brand consistency and coherence, contributing significantly to the establishment and maintenance of a strong and unified brand image. This adaptability is particularly important for brands with a broad product portfolio or those expanding into new markets.

Elements that successfully transcend specific products or regions help create a unified brand identity, making it easier for consumers to recognize and relate to the brand regardless of the context. A prime example of effective transferability is the Nike swoosh, which seamlessly translates across various athletic products, from footwear to apparel, maintaining its iconic and recognizable status. Brands that prioritize transferability ensure that their visual and symbolic elements remain cohesive and relevant, ultimately reinforcing the brand's identity and strengthening its overall equity in the dynamic global marketplace.

 Why is protectability important in the context of brand elements?

Protectability involves legally safeguarding brand elements through trademarks, preventing competitors from imitating or using similar elements. This protection ensures the exclusivity and uniqueness of the brand, safeguarding it from potential dilution or confusion in the market.

How can brand elements be adaptable in a dynamic business environment?

Adaptable brand elements can evolve over time to reflect changes in the market, consumer preferences, and the brand's strategic direction. Regular evaluation and updates to brand elements help the brand stay relevant, ensuring a continued positive impact on brand equity.




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