Brands affect slogans affect brands? Competitive interference, brand equity and the brand-slogan link

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

“…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]. The respective main findings of the second group are summarized in Table 1.…”

Do Brands "JUST DO IT"? Studying the Effectiveness of B2C Slogans

“…and Rosengren (2005) found that slogan learning was biased by the brand equity and, consequently, slogans of stronger brands were normally better favored. Katz and Rose (1969) found that slogan familiarity increases with age for some products and decreases for other products.…”

“…Brand name gives to the product its core identity and logos serve as visual cues for processing brand recognition. In addition, slogans might also be important in branding Toman, 2014 and2015) with a supplemental role to brand names and logos, since they might contribute to the brand equity, improving its awareness, image and positive associations (Dahlén & Rosengren, 2005). So, it is possible to conclude that a slogan might contribute to build or reinforce the image, identity or position for a brand by trying to increase its memorability (O'guinn et al, 2011).…”

“…Guidelines for slogans Molian (1993) According to advertising decision-makers, an effective slogan should be: -easy to remember -make a distinctive claim -easily understood -highlight a customer benefit -convey a sense of mission -credible Harris & Attour (2003) When managing international brands, companies should decide on which slogan practice to adopt in each country: -same language/different meaning -translated/same meaning -completely different meaning Rosengren & Dahlén (2005) Repetition of slogans is important, since consumers frequently are unable to match a slogan with its sponsor/advertising brand Kohli et al (2007) A slogan should: -include the future of the business -position the brand in a clear way -link the slogan to the brand -be absolutely consistent from ad-to-ad and be repeated -be used at the outset -be creative Stewart & Clark (2007) Slogans are most effective when are geared toward a specific audience. A slogan must connect with the public in two areas: -be understood by the consumer -be readily associated to the brand it represent Abdi & Irandoust (2013) Basic principles in designing effective advertising slogans: -advertising slogans should be subject to the future coming business -the slogan should position the brand carefully and clearly -yoke the brand with slogan, use the slogan from the start and repeat it -a creative slogan and/or use of jingles are effective…”

“…Laran et al, 2010). In this type of studies, Dahlén and Rosengren (2005) found that slogans might be carriers of brand equity. Ennis and Zanna (1993) found that slogans affect product beliefs about the product (cars).…”