There are six criteria for choosing brand elements, these are:
1) Easy to memorize: First criteria is memorability, which means a brand name, symbols, logo, visual properties should be different and easy to memorize. Those criteria will help a brand easy to remember. Example: Blue Rhino is a brand, which is easy to memorize.
2) Meaningfulness: Brand meaning should be clear and simple to understand. In the general information category product nature will be explained and in specific information category product benefits and features will be explained.
