Slogans are a key element of brand identity and contribution to the brand equity. In today's market, almost all brands use slogans, they enhance the brand image, to help in its recognition and recall, and to help create brand differentiation in the minds of consumers. While there is general agreement on the importance of the device, there is little agreement on what constitutes a successful slogan. Although marketing managers use slogans widely, they are often at a loss when it comes to their creation. In turn, this leads to an inefficient use of slogans and, ultimately, perhaps surprisingly poor relationship between the brand and its slogan, even among the most well known brands. To study this phenomenon, survey articles from various academic streams associated with slogans, and also looks at the trade papers for relevant case studies. Offers a series of guidelines for the strategy behind the slogans, and the creation and use of effective slogans. "Hide
on Chiranjeev Koli, Lance Leuthesser, Rajneesh Suri Source: Business Horizons 8 pages. Publication Date: September 15, 2007. Prod. #: BH249-PDF-ENG
Related Case Solutions & Analyses:
Unilevers Mission for Vitality
Disney Consumer Products: Marketing Nutrition to Children
Massachusetts Lottery
U.S. Airline Industry–1978-88 (A)
GlaxoSmithKline in China (A)
PLBsearch: Growing with LinkedIn
Balancing the Power Equation: Suzlon Energy Limited
Amoeba Management: Lessons From Japan’s Kyocera
Global Unichip Corporation A
Cause-Related Marketing: More Buck than Bang?
