Output: Brand Elements

Understanding your brand’s elements is key to understanding how you can strengthen your brand and build brand equity. This activity is
designed to help you examine the existing brand elements and highlight gaps that may exist.

Instructions:
1. Use a Filipino brand.
2. Use the worksheet provided at the end of this document. Start by identifying all of the elements that your brand has.
3. For each element:
a. Fill in the Description section. In this box describe the specific element e.g. describe the element’s colors, look, feel, language. You can
include graphics if that is helpful (i.e. for logos, fonts, etc.)
b. Examine each brand element and consider how effective it is in each criterion area. Write a few words in the appropriate box to describe
how well the element meets the criteria.
c. Give the brand element a score from 0 (element does not exist) to 5, (element does an outstanding job of meeting this criteria).
d. After completing all of the criteria for the element, add up the scores and put them in the TOTAL box.
e. After examining the element, and after looking at how it scores, answer the question: Does the element strengthen the Brand and
Increase Brand Equity?
f. Based on your answer, your scores, and your critical thinking make a decision whether you would leave the element as it is (KEEP),
change the element in some way (CHANGE), ADD the element, if it doesn’t exist. Or DELETE if you would get rid of the element entirely.
Fill in your response.
g. Explain your choice.
h. Repeat this procedure for each element in the matrix.
BRAND NAME

Criterion Brand Names & Logos and Characters Slogans and Packaging and
URLs Symbols Jingles Signage
Description of
Element

Memorability

Memorability Score
(0-5)
Meaningfulness

Meaningfulness
Score (0-5)
Likability

Likability Score
(0-5)
 Transferability

Transferability Score
(0-5)
Adaptability

Adaptability Score
(0-5)
Protectability

Protectability
Score
(0-5)
TOTAL SCORE
/ 30
KEEP CHANGE ADD
DELETE
(and explain why)