An investigation into slogan design on creating slogan–brand alignment; Message clarity and creativity enhance while jingles and rhymes weaken alignment
Mayukh Dass, Chiranjeev Kohli, and Manaswini Acharya
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
- Clear, creative slogans that provide an association with a product’s
benefits, strengthen brand alignment, and serve as a compelling signature for the
- Inclusion of the product’s benefits in a slogan...