Memorable$$How easily do consumers recall and recognize the brand element, and when$$at both purchase

and consumption? Short names such as Tide, Crest, and Puffs are memorable brand elements.

$2.$ Meaningful$$Is the brand element credible? Does it suggest the corresponding category and a product ingredient

or the type of person who might use the brand? Consider the inherent meaning in names such as

DieHard auto batteries, Mop & Glo floor wax, and Lean Cuisine low$-$calorie frozen entr$$es$.$

$3.$ Likable$$How aesthetically appealing is the brand element? A recent trend is for playful names that also offer

a readily available URL, especially for online brands like Flickr, Instagram, Pinterest, Tumblr, Dropbox, and

others.

$4.$ Transferable$$Can the brand element introduce new products in the same or different categories? Does it add

to brand equity across geographic boundaries and market segments? Although initially an online bookseller,

Amazon.com was smart enough not to call itself $$Books $$R$$ Us$.$ The Amazon is famous as the world$$s biggest

river, and the name suggests the staggeringly diverse range of products the company now sells.

$5.$ Adaptable$$How adaptable and updatable is the brand element? Logos can easily be updated. The past $100$

years have seen the Shell logo updated $10$ times.

$6.$ Protectable$$How legally protectable is the brand element? How competitively protectable? When names are

in danger of becoming synonymous with product categories$$as happened to Kleenex, Kitty Litter, Jell$-$O$,$

Scotch Tape, Xerox, and Fiberglass$$their makers should retain their trademark rights and not allow the

brand to become generic.