Are You In Good Hands? Slogan Recall: What Really Matters

Chiranjeev Kohli and Sunil Thomas

California State University

Rajneesh Suri

Drexel University

Management slant

  • Slogans are extensively used as signatures for brands and their identities.
  • However, most slogans perform poorly on recall, a key indicator of their efficacy.
  • We identified the slogans that were recalled most often and, using the top 150 slogans, examined the effect of key factors on the recall of slogans. This was done in the marketplace, as opposed to lab settings.
  • Slogans that are short, retained for long periods of time, and supported by extensive marketing budgets were most highly recalled.