1, brand name: brand name is the core element of the brand, which should be memorable and impressive at first sight.

2. Brand recognition: Brand recognition is a visual element of a brand, including brand logo, logo pattern and logo color.

3. Brand slogan: Brand slogan is a phrase used to convey brand descriptive or persuasive information, which should be concise and powerful and can be remembered and heard by people.

4. Brand story: The brand story is the emotional element of the brand. By telling the development history and story of the brand, it conveys the values and ideas of the brand.

5. Brand image: Brand image is the entity element of the brand, including product design, packaging design and environmental layout of the brand.

6. Brand voice: Brand voice is the auditory element of the brand, including brand advertising songs, slogans and music.

7. Brand experience: Brand experience is the sensory element of a brand, including brand service, quality and customer experience.

8. Brand culture: Brand culture is the spiritual element of the brand, including brand values, social responsibility and corporate culture.

These are some common brand elements in brand planning. There may be other elements in different brand planning schemes, and the specific elements need to be adjusted and improved according to the actual situation and needs.