個案總覽

Slogans are a key element of a brand's identity and contribute to a brand's equity. In today's marketplace, almost all brands employ slogans; they enhance a brand's image, aid in its recognition and recall, and help create brand differentiation in consumers' minds. While there is general consensus on the importance of the device itself, little agreement exists as to what constitutes a successful slogan. Although marketing managers use slogans extensively, they are often at a loss when it comes to creating them. In turn, this leads to ineffective use of slogans and, ultimately, the possibility of a surprisingly poor linkage between a brand and its slogan, even among the most well known brands. To explore this phenomenon, surveys articles from a variety of academic streams related to slogans, and also looks at industry publications for relevant case studies. Proposes a series of guidelines for the strategy behind slogans, and on creation and utilization of effective slogans.