Slogans: US and EU legal protection for slogans that identify and promote the brand

Marketers believe that a brand’s essence can often be distilled down to a simple phrase or sentence that captures both the soul of the brand and its unique selling proposition.

Slogans: US and EU legal protection for slogans that identify and promote the brand

Ross D. Petty

Babson College

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...

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