The first three criteriaㅡmemorability, meaningfulness, and likeabilityㅡcan be characterized as “brand building” in nature and concern how brand equity can be built through the judicious choice of a brand element. The latter three, however, are more “defensive” in nature 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. The following sections briefly consider each of these general criteria. Memorability A necessary condition for building brand equity is achieving a high level of brand awareness toward that goal, brand elements can be chosen... [continues]
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