The Role Of Slogans in Building Brand Equity

Slogans are an extremely efficient means to build brand equity. They can function as useful “hooks” to help consumers grasp what the brand ...

Internal Branding A source of Brand Equity

Borrowing the Brand Equity

Brand Elements and Brand Element Choice Criteria

Slogans are an extremely efficient means to build brand equity. They can function as useful “hooks” to help consumers grasp what the brand is and what makes it special, as in “Like a Good Neighbor, State Farm Is

Slogans

There,” “Nothing Runs Like a Deere,” “Citi Never Sleeps,” “Every Kiss Begins with Kay” for the jeweler, and “We Try Harder” for Avis rental cars. But choosing a name with inherent meaning may make it harder to add a different meaning or update the positioning.