Are You In Good Hands?

Yes They Can An Empirical Study on the Effect of Slogans in Brand Awareness

“…This is an important first analysis, because a slogan should be readily associated with the brand it represents [30], otherwise it can't be useful to brand awareness [20], [21]. According to Kohli et al, recall, with variations such as top-of-the-mind recall, unaided recall and aided recall (or brand recognition) is considered one of the most effective measures of slogan success.…”

“…This market is clearly dominated by those three brands (a multinational and two national companies) which slogans have been consistently used and highly exposed (high media weight [21]) in advertisement.…”

“…One group regards the desirable characteristics slogans should have [8], [4], [16], [29], [20], [30], [3], [21], [10]. The other group concerns the effects of slogans on individuals, specially consumers [18], [8], [34], [13], [5], [28], [27], [6], [22], [9], [29], [14], [30], [11], [23].…”

“…Kohli, Leuthesser and Suri [20] also refer name, logo and slogan as three essential components of a brand's identity. Slogans often referred to as brand signatures, can provide a unique and significant contribution to a brand's identity, by explaining the brand and capturing its meaning [21]. Effective slogans are intended to increase brand awareness and strengthen the brand attitude, helping to define a brand's identity and reinforce its positioning [17].…”

The Influence of Customer Retention Time on Slogan Recall and Recognition: An Empirical Study

“…Based on the previously mentioned slogan recall importance, Kohli et al (2013) refer that the two most effective advertising slogans are "Just Do it" (Nike) and "I′ m loving it" (McDonald's). Some companies change their slogans every few yearse.g.…”