Assignment task: Choose a brand. Identify all its brand elements and assess their ability to contribute to brand equity according to the given criteria:
1. Memorability. Is it easy to remember and recall? Short, unusual names score well here, as do unusual logos.
2. Meaningfulness. Is it descriptive of the offer?
3. Appeal. Is it visually appealing or fun?
4. Transferability. Can it be used across countries and/or product categories? Many brand names become problematic in this area.
5. Adaptability. Can it be updated easily?
6. Protectability. Can it be legally protected?