Using a jingle in a slogan can be detrimental to brand identity and recall, according to new research. 

A study in the Journal of Advertising Research examined whether clarity, creativity, jingle and rhyme lead to stronger brand identity alignment. It found that jingles had a “significant and negative” effect on how well it aligns with consumers’ brand perceptions. Clear messages, delivered creatively, had the opposite effect. 

Why it matters 

Brand identity alignment refers to how well the combination of a slogan, logo and brand name support a company’s desired brand image. Slogans – the focus of the study – are...