| Authors |
Guidelines for slogans |
| Molian (1993) |
According to advertising decision-makers, an effective slogan should be:easy to remembermake a distinctive claimeasily understoodhighlight a customer benefitconvey a sense of missioncredible |
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| Harris & Attour (2003) |
When managing international brands, companies should decide on which slogan practice to adopt in each country:same language/different meaningtranslated/same meaningcompletely different meaning |
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| Rosengren & Dahlén (2005) |
Repetition of slogans is important, since consumers frequently are unable to match a slogan with its sponsor/advertising brand |
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| Kohli et al. (2007) |
A slogan should:include the future of the businessposition the brand in a clear waylink the slogan to the brandbe absolutely consistent from ad-to-ad and be repeatedbe used at the outsetbe creative |
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| 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 consumerbe readily associated to the brand it represent |
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| Abdi & Irandoust (2013) |
Basic principles in designing effective advertising slogans:advertising slogans should be subject to the future coming businessthe slogan should position the brand carefully and clearlyyoke the brand with slogan, use the slogan from the start and repeat ita creative slogan and/or use of jingles are effective |
