Company slogans, morphological issues, and corporate communications

Abstract

Purpose -The purpose of this paper is to investigate and analyze company slogans which play an important role in corporate identity and corporate communications. Design/methodology/approach -By discussing relevant literature, morphological issues (word formation in sentences), and content analysis, the study investigates 329 companies and their slogans that operate in global and domestic markets. Findings -The study finds that within the areas of corporate identity and corporate communications, company slogans tend to be diverse with distinct forms and morphological features. The work reveals that slogans go through evolutionary changes because of diverse markets and firms' corporate communications and corporate identities. The study also compares and contrasts slogans from 2007 to 2013 which were used by the firms on their web sites. Practical implications -Interestingly, over half of the companies did not keep their slogans in 2012/ 2013. Many firms have stopped using slogans on their corporate web sites and systematically capitalize on brands and corporate identities when dealing with the areas of corporate communications. This supports the notion that slogans help corporate identity and corporate communications. Originality/value -The paper's original value added is in the areas of corporate communications, slogans, and corporate identity.

Model for the management of trade brands: a theoretical approach based on the General System?s Theory

“…Así, en el sector de la alimentación se demuestra que las imagines (percepciones) generadas por el consumidor influyen en su elección de comida más o menos saludable (Coary y Poor, 2016), en las marcas relacionadas con la moda se definen dimensiones de la imagen concretas desde el aspecto cognitivo, emocional, sensorial y de autoexpresión (Cho y Fiore, 2015) y encontrar relaciones entre los eslóganes con la imagen corporativa y el valor de marca producto (Anwar, 2015).…”

“…Se han considerado las fuentes que se centran en el concepto de marca desde distintas perspectivas. Estos elementos apuntan a la Identidad (Aaker, 2002(Aaker, , 2005aBalmer 2012;Keller, 2006;Melewar y Karaosmanoglu, 2006;Cho y Fiore, 2015;Coary y Poor, 2016;Bernabel, 2016), Posicionamiento (Balmer, 2012; Álvarez del Blanco, 2012; Kachersky y Carnevale, 2015) e Identidad formal (Costa, 2006;Anwar, 2015;Hakala et al, 2015;Machado et al, 2015).…”

Slogans and logos as brand signals within investment promotion

“…While slogans are known to enhance brand equity, its use in practice appears to vary. From an overall industry perspective, only 28% of companies found on Business Week’s list of largest market capitalization firms and 21% of companies found on the Fortune 500 list used slogans (Anwar, 2015; Miller and Toman, 2015). Results are strikingly different within the tourism industry where more than 92% of US states (Lee et al , 2006; Richardson and Cohen, 1993) and 76% of Caribbean countries were found to use slogans (Miller and Henthorne, 2006).…”

Do Brands "JUST DO IT"? Studying the Effectiveness of B2C Slogans

“…Brand name gives to the product its core identity and logos serve as visual cues for processing brand recognition. In addition, slogans might also be important in branding Toman, 2014 and2015) with a supplemental role to brand names and logos, since they might contribute to the brand equity, improving its awareness, image and positive associations (Dahlén & Rosengren, 2005). So, it is possible to conclude that a slogan might contribute to build or reinforce the image, identity or position for a brand by trying to increase its memorability (O'guinn et al, 2011).…”

“…On corporate identity and corporate communications. brand name, logos and slogans might act as one (Anwar, 2015). Brand name gives to the product its core identity and logos serve as visual cues for processing brand recognition.…”