Slogans: US and EU legal protection for slogans that identify and promote the brand
Ross D. Petty
Susanna H. Leong
National University of Singapore
May O. Lwin
Nanyang Technological University
Marketing experts extol the marketing benefits of advertising slogans. David Aaker (1996, p. 58) states: ‘A slogan can capture the essence of a brand and become an important part of the brand equity. If a brand is “packaged meaning”, a slogan can be the ribbon that ties the package together and provides an extra touch.’ Many advertisers believe that slogans work best when they...