The document discusses various brand elements that can be used to identify and differentiate brands, including brand names, logos, URLs, characters, slogans, jingles, and packaging. It provides criteria for choosing effective brand elements, such as memorability, meaningfulness, likability, transferability, adaptability, and protectability. Examples are given of different types of brand names like descriptive, suggestive, compound, arbitrary, and fanciful names. Guidelines are also provided for effective logos, characters, slogans, jingles, and packaging design.

1. Brand Management Lecture 4 PT MBA Year 1 Trimester III