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...
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