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THE IMPORTANCE OF ADVERTISING SLOGANS AND THEIR PROPER DESIGNING IN BRAND EQUITY

    Authors

    • Somayeh Abdi
    • Abdollah Irandoust
,
10.33844/ijol.2013.60321
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Abstract

The term slogan derives from Slough-ghairm, pronounced as Slogorm from Scottish Gaelic which means battle cry. Slogan is usually an unforgettable phrase that is frequently used to express an idea or purpose. Slogans have been employed in religious and political areas since long time ago, but today they are mostly used in business and trading.
They vary from other ordinary text and images, and often because of their simple structure cannot convey a lot of concepts and details. Hereupon, slogans instead of drawing specific audience, address general audience to convey their particular meanings. Brand owners pay lots of money to advertising agencies to come up with snappy advertising slogans. Advertising slogans often claim to have knowledge of something and attempt to show it.
Slogans usually serve a substantial role in calling audience’s attention to one or more aspects of a product or service. Normally slogans claim that the advertised product or service is of the highest quality, or is the most delicious, the most inexpensive, or nutritious… one. The slogans should point out, at least, the most important advantage of a product, or respond to the audience’s needs, or offer more benefits for their future/probable customers.

Keywords

  • advertising slogans
  • brand equity
  • competitive markets
  • customer knowledge
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International Journal of Organizational Leadership
Volume 2, Issue 2
April 2013
Page 62-69
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  • Article View: 9,086
  • PDF Download: 26,178

APA

Abdi, S. and Irandoust, A. (2013). THE IMPORTANCE OF ADVERTISING SLOGANS AND THEIR PROPER DESIGNING IN BRAND EQUITY. International Journal of Organizational Leadership, 2(2), 62-69. doi: 10.33844/ijol.2013.60321

MLA

Abdi, S. , and Irandoust, A. . "THE IMPORTANCE OF ADVERTISING SLOGANS AND THEIR PROPER DESIGNING IN BRAND EQUITY", International Journal of Organizational Leadership, 2, 2, 2013, 62-69. doi: 10.33844/ijol.2013.60321

HARVARD

Abdi, S., Irandoust, A. (2013). 'THE IMPORTANCE OF ADVERTISING SLOGANS AND THEIR PROPER DESIGNING IN BRAND EQUITY', International Journal of Organizational Leadership, 2(2), pp. 62-69. doi: 10.33844/ijol.2013.60321

CHICAGO

S. Abdi and A. Irandoust, "THE IMPORTANCE OF ADVERTISING SLOGANS AND THEIR PROPER DESIGNING IN BRAND EQUITY," International Journal of Organizational Leadership, 2 2 (2013): 62-69, doi: 10.33844/ijol.2013.60321

VANCOUVER

Abdi, S., Irandoust, A. THE IMPORTANCE OF ADVERTISING SLOGANS AND THEIR PROPER DESIGNING IN BRAND EQUITY. International Journal of Organizational Leadership, 2013; 2(2): 62-69. doi: 10.33844/ijol.2013.60321

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