# data[].attributes.body
1. Lim Yee Ling 239976

2. Cho Jian May 239471

3. Dang Tian See 239726

4. Vivian Loi Yi Hui 240304

5. Tong Betty 239682

# data[].attributes.body
1)      Tan Ru En (242858)

2)      Namira Robihaningrum (242275)

3)      Phang Li Ying (245910)

4)      Prananingrum Imas (243800)

5)      Raihanazurah Binti Rosman (246919)

# data[].attributes.body
1)Nurasyikin binti Zainol 248306

2)Nur fazdiyana binti mohamad zuber 250574

3)Amalina binti mohd hasni 250809

4) murnirah bt mohamad 250935

5) noor syamimi bt ahmad 250939

# data[].attributes.body
1) Nur Liyana Binti Rostam (237684)

2)Nur Fatin Binti Nasri (238686)

3) Siti Norsafika Binti Yusaini

(238905)

4) Nurul Atikah Binti Rosesidi (237862)

5) Nur Shamirah binti Kadir Naina (238958)

Victoria secret

1) Memorable

-The product must be easily to recognized or easily to recall.

-any image or logo that is unforgettable will easily remain in the mind of the consumer. It should be such that it can be promptly recalled by the consumer.

-Victoria secret uses various tangible elements including a brand logo, color palette, slogan and messaging to form a visual and auditory brand identity.

2) Meaningful

- Brand element may take on all kind of meaning, with either descriptive or persuasive content.

-The brand element should have a meaning and be able to communicate general or specific information about the product.

- They describe Victoria secret as a brand that encourage happy and confident girl who enjoy their own girl world and are independent.

3)Likability

- Brand elements can be rich in imagery and inherently fun and interesting.

- It is independent of its memorability and meaningfulness, customer find the brand element aesthetically appealing.

- For example, Victoria’s Secret potray as funny, young and sexy.

- A lot of social media girls and young girls are looking up to the supermodels.

4) Transferability

- Transferability measures the extent to which the brand element adds to the brand equity for new products or in new markets for the brand.

- For example, Victoria’s Secret were focuses on the American and British market.

- VS not only sell lingerie but they also sell make-up, fragrances, swimwear, shoes and many more.

- Then VS change to enter EU market as well.

5) Adaptability

Most brand element must be updated because of changes in consumer values and options, or simplify because of need to remain contemporary.

-The more adaptable and flexible the brand element, the easier it is to update it.

-For example : Victoria’s secret performing well at adaptability criteria. Every line or product Victoria’s Secret has is adaptable, flexible and adaptable, even the models.

6) Protectability

-Protectable for choosing brand element is in legal and a competitive sense.
-Marketer should choose brand element  that can be legally protected internationally.
-The intellectual property for Victoria’s Secret is exactly the same in every international franchise as in the United States which is not easily be copied.

# data[].attributes.body
Lee Sook Yeng 240725
Cheong Pei Wen 239463
Cheah Yu Qing 239322
Saw Sue Ping 240281
Tan Cheng Lee 240570

# data[].attributes.body
- Izyan Nabihah binti Nor Muhamad 242815
- Nabilah binti Shahdan 250582
- Nurul Amira bt Amirullah 250620
- Siti Nabilah binti Mohamad Zainal 250962
- Muhammad Azmil bin Muhammad Aris 238936

1) Memorable
+ Facilitates recall and recognition
+ The MAC cosmetics line is known for it's design for professional makeup artist ,face designers,editorial shoots, and runways.
+ It is endorsed by many professional make up artists and celebrities like Mariah Carey,Madonna and Rihanna.
+ It's sleek classic black and luxurious packaging  differentiates it from other brands.

2) Meaningful
+ Their approach was chic utility, with the makeup coming in black pots rather than compacts.
+ While other major makeup brands at the time were mainly skincare companies, MAC chose instead to establish itself as the ultimate colour authority.
+ Offering a wide range of products that blended street savvy with glamorous style.
+ One of the most popular offerings was an intense matte red lipstick, which got a boost with an appearance in a photo-shoot of the fast-rising Madonna, later seen wearing a MAC T-shirt.
+ Rather than driving sales through traditional promotional  techniques, MAC relied on the integrity of its carefully formulated product line.
+ A company that honours individuality and self-expression above all else, it brought a brilliant sense of drag and theatre into the sleek MAC stores and department store counters.

3) Likable
+ MAC cosmetics was revealed as the runaway leader, dominating the colour cosmetic sector due to the seamless integration between its social channels and brand website.
+ It has a highly targeted content strategy that is fulfilling the needs of consumers, earning shares and interactions on the key social meda platform.

4) Transferable
+ For this brand element, the less specific the name, the more easily it can be transferred across categories.
+ Since the name MAC is simple and short, it is easy for them to expand globally  without the need to change their brand name because of the cultural reasons. This is because the name doesn't bring another meaning.
+ MAC brand image displays their business line and products because the brand itself shows what they do. MAC stands for Make-Up Art Cosmetics.

5) Adaptable
+ MAC is very strong brand and able to respond for market changes
and in spite of unstable situation on the market and many changes in cosmetic industry, it still has leading positions.

6) Protectable
+ MAC does not sail its products at wholesale over the internet.

# data[].attributes.body
1.Nur iylia (239118)
2.Aiman (238717)
3.Alif(237996)
4.Nabil(238298)
5.Saiful Adli(239192)

1. Memorability

Brand elements need to seize consumers’ attention in order to become memorable. This will allow consumers to recognize the brand amongst competitors and recall it when they are in need of what the brand provides.

UNIQLO by itself success to create   their brand strongly in the customer mind by offering the customers a very high quality product in term of their design, fabric uses, how their product being created and process and many more. Besides, UNIQLO disguises the limited variety of products it makes by offering them in almost every colour imaginable, which made their brand special, unique and always remembered by the customers and lastly, UNIQLO have use a very catchy element for their brand in term of brand logo, colour pallet, tagline, visual and also brand image, so that customer can remember and differentiate the UNIQLO brand easily.

2. Meaningfulness

In order to be meaningful, the brand elements must provide both general and specific information about the brand. What is the product category it resides in? What are the unique benefits and qualities of the brand? If the brand elements do not do a good job of shaping and explaining what the brand provides and stands for, consumers will not feel that the brand is meaningful to them.

UNIQLO always provide the clear information about their brand to their customers. Besides, UNIQLO is unparalleled in-store experience which give customer another reason to keep coming back. This is because when the customer step into UNIQLO they will be greeted nicely and automatically will be help by the UNIQLO staff to search their need. Addition from that, customer also manage to get enough information and also extra advice about the product they want to purchase from the staff as all the staff in UNIQLO was training very well.

3. Likability

If the brand elements are appreciated by consumers, then they will be much more inclined to buy. Think of the UNIQLO Brand, they are not only memorable, meaningful and popular but they were also loved by consumers regardless of age, gender and their living standards. The UNIQLO brand uses their tagline “Made For All” as a brand element to build likability and they have succeeded time and time again.

Addition from that, one of the principles of the company is that all of their work needs to be focused on making people's lives easier and more enjoyable. That manifests itself in many ways. From the product side it means making great products, for example down jackets that are warm but light. And then they need to deliver a great experience to their customers. They feel that customer service is very important and expectations are high, therefore need to engage and support the customer. For that reason, UNIQLO always being loves by their customers.

4. Transferability
- It is the brand's ability to measure how far the brand is in adding new product equity or in brand new markets. For example Uniqlo focuses on Asian markets such as China, Singapore, Malaysia. Also focus on European markets such as France, Germany and United Kindom as well for US and Canadian markets. Uniqlo is not only focused on women's clothing category and also provides men's and children's shoulder products

5. Adaptability
The fifth consideration for brand element is their adaptability over time. Because of changes in consumer values in and opinions, or simply because of a need to remain contemporary, most brand elements must be updated. The more adaptable and flexible the brand element, the easier its to update it. For example, ‘To win over consumers and break through the clutter, Uniqlo needs to get even more personal.’ Said by Stuart Green, CEO Asia Pacific at Interbrand. To adapt with the ideology of young age that they love to spent their time on internet, Uniqlo also have launch their own website to assure they can challenge the competitor around the world in apparel such as Gap, H&M and so on  .

6. Protectability

Brand elements must be protected. Ensuring international legal protection will lead to less fakes and frauds. Protecting brand elements can keep the consumers’ perception of the brand from suffering. It’s difficult to argue that fake Uniqlocloth help the exclusivity of the Uniqlo brand because they have their own outlet or we can also say that they have their own identity. So, we can see that each item provide by Uniqlohave their own tagging “UNIQLO” and its mean Uniqlo are uniquely different from others brands and also have their own quality.

# data[].attributes.body
1. Kusnul kotimah binti Budi (239148)

2. Nur Alia Nadhira Binti Radzuan (239583)

3. Nur Izzatie binti Baharudin (24095)

4. Atikah binti Darus (24092)

5. Nur fathihah binti rusly (247936)

# data[].attributes.body
Wong Xi Yuan 245787
Chan Wang Sheng 244874
Lee Sek Theng 245737
Yak Li Pheng 245405
Yeoh Tiah Sim 246106

Memorability
- Allow consumers to recognize the brand among competitors and recall it when they are in need of what the brand provides.
- The brand name Toy R Us are easily recognized and recalled by consumer

Meaningful
- Toy R Us as a brand that sell toys  that have quality guarantee

Likeability
- They were loved by consumers, young and old especially man.

Transferability
- It may have been a bit more difficult for the company to market new products because the brand name "Toy R Us".

Adaptability
- To modernize in order to suit the changing landscape of what consumers see as valuable.
- Create a website for online purchasing

Protectability
- Brand element must be protected to keep the consumers distinguish from the the real.
- This is to gain trust and credibility from consumer

# data[].attributes.body
1. Nurul Fatin Nadiah Bt Ahmad Taufek, 237539
2. Siti Nur Zulaika Balqis Bt Abd Latif, 237598
3. Nurul Husnina Bt Jalil, 239071
4. Izzwan Husaini Bin Noor Rashid, 240952
5. Mohamad Raziq Ridauddin Bin Md Razi, 247372

# data[].attributes.body
Nurshahidatul Husna binti Shaharuddin
246011
Nurain binti Mohammad Helmi
246217
Nur Aida binti Dzulkiflee
246041
Nurul Syazwani binti Mohd Khairi
245181
Ma Meng
230657

Memorability
- The product must be easy to recognized and recall.
- Estee Lauder has recognized as a high end cosmetics brand.
- Estee Lauder name are convey of quality and luxury of their products which was stick in consumers mind.
- Ester Lauder always has iconic spokeperson such Paulina Porizkova, Anja Rubik, Gwyneth Paltrow and others.
- Estee Lauder also has unique strategy in market their product that they have own many famous brand such DKNY fragnance, MAC cosmetic, Clinque and others to target the different market.
- Estee Lauder was the first firm that offer shopping via internet.

MEANINGFULNESS
1) Its brand name came from the owner name itself which is “Estee Lauder”

2) Estee Lauder have involved in produced different range of cosmetic products. Take for examples, skincare, makeup, fragrance and hair care products.

3) Estee Lauder’s Clinique brand became the first women’s cosmetic company to introduce a second line for men in 1976.

4) Practiced of giving a free gift with purchase to Estee Lauder’s customer.

5) Evelyn Lauder who co-created with SELF magazine have launched the “Pink Ribbon” as a symbol of breast health for the Breast Cancer Awareness. Since then, millions of people globally have heard the message about the importance of breast health and early detection can save lives.

Likability
1) Each of brands under Estée Lauder have their own unique identity and essence, has the ability to identify and develop an authentic citizenship program that’s right for them.
*Example : Breast Cancer Campaign and girls’ education
2)·Estée Lauder Companies has always used the best ingredients and the latest technology to create superior products.
*Example : “High-Touch” approach were created for strong emotional bonds with consumers
3)·Estée Lauder Companies maintains a top quality package development operation that launches thousands of packages a year for its skin care, makeup, fragrance, and hair care products.
*Example : Encourage the use of sustainable materials in the packaging and promote responsible production practices.

Transferability

1.Have large line and extension product such as skincare, makeup and fragrance.

2 .Estee Lauder Companies created another 5 brands such as Aramis, Clinique, Prescriptives, Lab Series Skincare for Men and Origins.

3.Have affiliates in more than 40 in the countries and sales store over 150 countries.

4.The key regions of Estee Lauder channel is Asia/Pacific (APAC), Europe, Middle East & Africa (EMEA) and The Americas.

5.Asia Pacific is the fastest growing region and received more attention in China.

6.Estee Lauder focus more on design globally for the product same with Estee Lauder product in New York.

7.Estee Lauder launches in sophisticated updated or new packaging to appeal for whole new generation of consumer from various range of age.

Protectability

1. Estee Lauder have registered their intellectual property and trademarks legally to protect from being stolen by others.

2.MAC is registered trademark under Estee Lauder Cosmetics Ltd.

3.Estee Lauder will form lawsuit against company that wrongly used their trademark.

Adaptability

most of the brand should be updated  because of changes in the value of the consumer and options 1. The product's adaption type, more is the substantial change that the product brings to the customer.
2. For example: Estee Lauder is an internationally renowned brand company in skin care and beauty. It complies with people’s skin care products that enjoy their company’s brand and promotes the company’s quality as a globally recognized brand as well as suitable for customers product.

# data[].attributes.body
NUR ATIQAH RODZI 231681
NUR SHAHIRAH AQILAH BT HAMID 234604
FATIN NABILA BT MOHD RAHIM 248242
AFISHA SYAZRIN BT AHMAD SUNAZNEEN 238110
SITI NUR ATHIKAH BT ABD AZIZ 239077

*MEMORABLE*

Since 1976, The Body Shop has made a name for itself by offering a wide range of high performing, hair care, skin care, body care, and cosmetics. The Body Shop also has a vested interested in preserving environments and its ingredients are sourced, using proceeds to help restore rainforests and habitats and striving to be the world's most ethical and truly sustainable global business.

*MEANINGFUL*

-The Body Shop truly is a Valhalla for everyone who likes to buy products which are fair, and amazing for yourself at the same time. Ranging from shower products to make-up and from facial care to hair care, The Body Shop has it all.  The high quality of the products, their amazing smell, the way they make you feel when you use them and the endless options to vary and try different scents. And the most important thing, I love knowing I can spray some perfume, for example, without animals being hurt for it!
- The Body Shop has strict policies against animal testing. They were one of the first  cosmetic companies to not test on animals. All of their products are vegetarian and a good lot  are also vegan.
-They engaged with their customers to raise funds and awareness and gather signatures.

*LIKEABLE* The reason why The Body Shop is loveable because of several factors. First is they offer product range start from head to toe which are ranging from shower products, perfume, lotion to make-up and from facial care to hair care with high quality of the products and decent scent. All of their products are vegetarian, and a good lot are also vegan. The company complies with the requirements of the Humane Cosmetics Standard. The Body Shop has strict policies against animal testing. They were one of the first cosmetic companies to not test on animals. The Bio Bridges project. They has committed to regenerating deforested areas in the world” with the first project being in Vietnam” in order to bridge these groups of animals back together. Unifying animals, simply beautiful. In addition to harvesting natural ingredients for their products, The Body Shop builds strong relationships with the people who live in the communities of its various initiatives, so they can guarantee the ethical nature of the ingredients

*TRANSFERABILITY*

Transferability means the brand must be easy to transfer  accross line or category extensions. For instance, Body Shop may have been difficult for the company to extend their product for to new market like clothing or other than their products category. Hoewever, Body Shop can manage to produce products other than skincare and bodycare such as perfume and makeup for their brand.

*ADAPTABILITY*
Consumer opinions, values and views keep changing over a period of time. The more adaptable and flexible brand elements are the easier it is to keep up changing and up to date from time to time to suit the consumers liking and views. For Body Shop brand, they creating trusted products that do what they say they will and feel great on skin.