Are You In Good Hands? Slogan Recall: What Really Matters
Chiranjeev Kohli and Sunil Thomas
California State University
Rajneesh Suri
Drexel University
Management slant
- Slogans are extensively used as signatures for brands and their identities.
- However, most slogans perform poorly on recall, a key indicator of their efficacy.
- We identified the slogans that were recalled most often and, using the top 150 slogans, examined the effect of key factors on the recall of slogans. This was done in the marketplace, as opposed to lab settings.
- Slogans that are short, retained...