Dear Dr. Eteri

I came across a valuable topic about brand criteria below is the summary

 The 7 Brand Elements

1. Brand Name

2. Logo / Symbol

3. URL

4. Character

 5. Slogan

6. Jingle

7. Packaging

2. & The 6 Selection Criteria 1. Memorability 2. Meaningfulness 3. Likability 4. Transferability  5. Adaptability 6. Protectability

• . Meaningfulness Brand elements may take on descriptive or persuasive meaning. General information about the nature of the product category (guides brand awareness and salience) Specific information about particular attributes and benefits of the brand (guides brand image and positioning)  
•  Likability Do customers find the brand element aesthetically appealing? Descriptive and persuasive elements reduce the burden on marketing communications to build awareness. 

. Brand Names Need to be chosen keeping the six criteria of memorability, meaningfulness, likability, transferability, adaptability, and protectability in mind. 

• . Naming Guidelines Brand awareness • Simplicity and ease of pronunciation and spelling • Familiarity and meaningfulness • Differentiated, distinctive, and uniqueness Brand associations • The explicit and implicit meanings are important. • Can reinforce an important attribute or benefit association that makes up its positioning. 
• . Packaging Can Influence How a Person Uses a Product One strategy to increase use of mature products has been to encourage people to use the brand in new situations, like soup for breakfast, or new uses, like baking soda as a refrigerator deodorizer. An analysis of 26 products and 402 consumers showed that twice as many people learned about the new use from the package than from television ads.

The criteria for a brand’s success can be classified to business-based measures or to consumer-based measures.

http://lta.hse.fi/1999/1/lta_1999_01_a4.pdf

dear Eteri

you can see and read this articles

best regard

dr.salim 

Dear Colleagues, thank you very much, very useful and important information

Hello.

I believe (1) brand quality,  (2) good packaging and (3) positioning are very important. In fact, the brand quality is everything, but then if that quality is concealed through poor packaging and presentation, the product stands a little chance of succeeding in the market.

Best wishes,

Pauline.

Dear Obiageli, thank you very much.

Dr. Kharaishvili,

In addition to the other well posed answers, brand must also satisfy the applicable 8 Facets model. The quality of the brand is in essence the brands ability to reduce perceived risk, deliver, and ultimately satisfy the need of the consumer. 

Dear Eteri,

good day,

Kindly find the attached file regarding one of my researches. It may help you.

best regards,

Dr. Alhaddad

Article THE HIERARCHICAL RELATIONSHIP BETWEEN BRAND EQUITY DIMENSIONS

Dear Colleagues, thank you very much, very important answers.