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There are six criteria used in creating brand elements. The first three can be characterized as ...

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There are six criteria used in creating brand elements. The first three can be characterized as ...

There are six criteria used in creating brand elements. The first three can be characterized as "brand building" in terms of how brand equity can be built through the judicious choice of a brand element. The latter three are more "defensive" and are concerned with how the brand equity contained in the brand element can be leveraged and preserved in the face of different opportunities and constraints. List and briefly characterize the six criteria.

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Marketing Management

Edition: 13^th

Authors: Kotler, Keller

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