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.

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.

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. 

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.

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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.

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.

 

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