An investigation into slogan design on creating slogan–brand alignment; Message clarity and creativity enhance while jingles and rhymes weaken alignment

As the COVID-19 pandemic has reshaped consumers’ perceptions of brand messaging, advertisers are revisiting their messages and investing more heavily to strengthen brand identity alignment.
Dass, Kohli, and Acharya

Management Slant

  • Clear, creative slogans that provide an association with a product’s benefits, strengthen brand alignment, and serve as a compelling signature for the brand.
  • Inclusion of the product’s benefits in a slogan moderates the effects of creativity and jingle on brand alignment.
  • If the slogan messages have clarity, however, the inclusion of benefit information has limited moderating effects.
  • The use of rhyming is not helpful for slogan–brand alignment.


The role of brand identity in strengthening brand–customer connection has become more critical (Verlegh, Bernritter, Gruber et al., 2021). As the COVID-19 pandemic shapes...

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