It is used to identify the brand to enhance brand awareness and to facilitate unique brand associati...........

Principles of Marketing Management Product Decisions

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It is used to identify the brand, to enhance brand awareness and to facilitate unique brand associations.

brand elements

brand personality

brand positioning

brand marketing

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Explanation:

Brand elements are those trademarkable devices that serve to identify and differentiate the brand such as a brand name, logo, or character.

There are six criteria for choosing these elements. The first three- memorable, meaningful, and likable— are “brand building.” The later three— transferable, adaptable, and protectable— are “defensive” and help leverage and preserve brand equity against challenges.