 key element of a brand's identity, and contribute to a brand's equity  almost all brands employ slogans  they enhance a brand's image  aid in its recognition and recall  help create brand differentiation  consensus on the importance of the device itself BUT little agreement to what constitutes a successful slogan\  marketing managers use slogans extensively BUT it’s problematic creating them   ineffective use of slogans   surprisingly poor linkage between a brand and its slogan  surveyed articles from a variety of academic streams related to slogans, and also looked at industry publications for relevant case studies  Proposal of a series of guidelines for the strategy behind slogans and on creation and utilization of effective slogans.  findings should be of use to business practitioners

Brand name Brand Logo Brand Slogan

 Brand names don’t change, they AQRE the brands identity  Brand Logos can be modified or changed over time to be contemporary  Slogans can be a bridge to facilitate this change process

 changes in slogans were carefully considered their marketing and advertising strategies  developed the new slogans as a positive response to changes in factors such as demographics, consumer preferences, and competitive environment  Campbell Soup's shift  “M'm! M'm! Good” to “Never Underestimate the Power of Soup”  was seen as an attempt to make soup more relevant to the everyday lifestyle  change in slogan is considered a clear signal of the management's intent, significant enough to influence the marketplace and to create a buzz in the media

(1) enhancing brand awareness and (2) creating, supporting, or changing the brand's image or perceptions

 “priming,” frequent and recent ideas come to mind more readily than ideas that have not been activated recently  efficacy of priming has been demonstrated in a variety of cognitive tasks, such as naming objects or identifying words  Experiment priming + brand extension: consumers chose brand extensions similar to the primed attributes  Slogans in jingles better than in recall and memory - WHY?  jingles - carefully coordinated with the other message content and the amount of information processing  Shorter slogans learned more quickly than complex ones

 Slogans were used to prime various attributes of a fictitious brand of soup, Bella  “nutrition,” Respondents - potential brand extensions - all being food products.  brand extension evaluated most favorably among brand extensions when perceived to be most consistent with primed attributes