Brand Elements Decisions

Brand elements are the trademarkable devices that serve to identify and differentiate the brand. Since positioning and identity remains unchanged, the main brand elements of Hang Ten will not be altered to maintain a consistent brand story. We evaluate the overall memorability, meaningfulness, likability, transferability, adaptability and protectabilitty of Hang Ten's brand elements below.

1. "Hang Ten" brand name & logo

As suggested from previous research, Hang Ten's breadth of awareness is evident. Consumers can recognize the brand easily with its memorable, iconic two-feet logo. It is the same brand name and logo the Group uses, making these elements protectable and transferable. Hence, we recommend brand name and logo remain unchanged to leverage these strengths.

2. Slogan: "We're Hang Ten"

The current slogan is transferable as all regional Hang Ten stores in Asia employ it. The slogan plays off the brand name to create awareness and reinforce it in consumers' minds. Although it does not summarize the descriptive information of product offerings, it suggests inclusiveness and a sense of belonging. Coupled with our proposed marketing strategy, we will construct a friendly and approachable association in line with its image, making the slogan more meaningful.

3. URL website: http://www.hangten.com.sg  
The existing link is clear in defining the brand name and region. It is also protectable and meaningful. Possible Internet naming will follow such convention to ensure consistency and quick identifiability.