Write a paper: Advertising slogans and brand communication, including outline Urgent! ! !

Advertising is simply the application of common sense to spread complex information. Brands are complex and diverse. The brand image (or the brand's market image) needs to be integrated and communicated from several levels such as the brand's product image, technology image, service image, corporate image, public relations image, etc., and finally accumulates in the treasure chest of the audience's needs to form the brand. loyalty and favorability. Therefore, the slogans of many images are different. What is the same is the core value of the brand.

1. What is an advertising slogan?

What is an advertising slogan?

To be fair, I think the advertising slogan is the brand slogan. It is nothing else, that is, the brand Slogan. It is the proposition or promise of the brand.

Respected academic masters refer to all advertising copywriting involved in advertising works as advertising slogans. The fact is that in most cases these so-called "advertising slogans" are just graphic works. It’s just the title of the film or the narration or monologue of the film and television works. The masters were not rigorous in this matter, and they misled others and themselves!

Brand Slogan has been recognized through communication and accumulation over a long period of time, and has a certain degree of stability and recognition. Brand slogans are generally concise, short, and concise, with the number of words controlled at about 7--10 words. The direction of appeal is focused on the brand's proposition, commitment, or benefits to consumers. Usually, it is applied in combination with the brand's LOGO or alone, or appears in a fixed form at the end of the TV commercial, at a relatively fixed position in the camping draft, and other related materials.

2. Classification of advertising slogans

Currently widely seen advertising slogans can be divided into five categories according to their nature and function: brand advertising slogans, category advertising slogans, product advertising slogans, and service advertising Slogan, corporate advertising slogan. These five types of advertising slogans each perform their own duties and complement each other. They complement each other and echo each other in integrated marketing communications.

1. Brand slogans are the propositions and promises of the brand in marketing. They are generally concise, short, concise, connotative, have a certain depth and breadth of extension, and can easily resonate with the target audience. *Ming, synaesthesia, full of philosophy and humanity, and extremely approachable. Under normal circumstances, they will dominate category advertising slogans, product advertising slogans, and service advertising slogans, and they are just another interpretation and extension of brand advertising slogans. For example, Haier's "sincerity lasts forever", China Netcom's "the world is wide for me", China Mobile's "communication starts from the heart", Midea's "it turns out that life can be more beautiful", Lafang's "love life, love Lafang". etc.

2. Category advertising slogans are advertising slogans for products produced by different series or brands of the same product under the diversified development strategy, and the company involves other business scopes. It is an extension of the main brand. , resulting in a complementary pattern. Let's take Haier as an example: The Haier brand's advertising slogan is "Sincere forever", which is also the company's advertising slogan. Specific to various categories: Haier washing machine: "Haier washing machine, specially designed for you." Haier Refrigerator: "Haier Refrigerator, thinking about you." Haier air conditioner: "Haier air conditioner will always hit new heights". Haier gas stove: "Safety is the most important thing for Haier gas stoves." Haier dishwasher: "Enjoy life, enjoy health." The slogan of the Little Swan brand I have worked for is "Wholeheartedly Little Swan", and the slogan of the Little Swan washing machine is "Carefully created, done for you."

3. Product advertising slogans, in most cases, appear in the form of product launch promotion themes or the selling points of the product. For example, the advertising slogan (promotion theme) of Haierjin Prince Frost-free series of refrigerators: "If you are smarter, the world will be frost-free." The advertising slogan (promotion theme) of Haier's Golden Prince Smile series refrigerators: "Smiling Golden Prince, smile and live a good life." The product slogan of Little Swan direct frequency washing machine is "Direct frequency technology, Pentium washing", the product slogan of Little Swan desktop WQP4-4161 dishwasher is "Strong magnetic dishwasher, smarter and cleaner", the Whirlpool Athena series Promotional theme: “New Silk Road for Laundry”.

The Skyworth Health Progressive TV series we serve uses: "New health standards, Progressive Storm".

4. Service slogans are the added value given to products by brands or companies, and generally appear in the form of professional commitments. The Haier brand's unique service slogan: "As long as you make a call, we will do the rest." Motorola's "MOTO care, wholehearted care", Skyworth Group's newly launched service slogan in 2003 is "Skyworth Gold Medal Service, do every step well", Little Swan's "smiling heart, considerate service", Nokia's "professional focus" , wholehearted service”, Electrolux’s “dedication to your satisfaction” and so on.

5. Corporate advertising slogans focus on the goals and propositions of the company. To a certain extent, they endorse the main brand. Some corporate advertising slogans and brand advertising slogans are the same. For example, China Mobile's "Communication starts from the heart", Haier's "Sincerity lasts forever", etc. are both brand slogans and corporate slogans. Lafang's "Lafang products, quality guaranteed", Procter & Gamble's "P&G, high-quality products", Siemens's "Outstanding performance, as you wish" are just corporate slogans.

In fact, this is not necessarily the case in actual operations, but I believe that methods are more important than knowledge, and flexibility in adapting to local conditions is still necessary.

3. Writing of advertising slogans - a good advertising slogan is a golden key

Well, the previous point is just a warm-up stage, what we will see below will be The creative theme of advertising slogans with real swords and guns. Let’s first look at the creation of brand slogans.

Marketing is communication. Therefore, brand slogans are the slogans, propositions, and promotional themes and concepts of the brand in marketing communications, including brand positioning. All the propositions or concepts of the brand are carried and expressed through the brand slogan.

Like people, brands, products, companies, and services are alive and have personalities. They are introduced to the market at different times, so they have different goals at different life stages. Missions also have different focus and directions of appeal, and the advertising slogans are also different.

1. Creation of brand slogans. Brand slogans can be divided into five categories according to the nature of their appeal: concept, technology, service, quality, and function. Haier's "Sincerity is forever" and Hisense's "Innovation is life" belong to the concept category; Nokia's "Technology is people-oriented" and BusinessLink's "Technology makes you easier" appeal to technology; Mars "Only in the hand, not in the hand" "mouth." appeals to quality; Nongfu Spring's "Nongfu Spring is a little sweet", Coca-Cola's "cool moment", Guangzhou Olympic Garden's "Sports at the doorstep" appeals to function; Little Swan "wholesale little swan", Country Garden "gives you A five-star home” service commitment and so on. Common advertising slogans of well-known brands all contain other types of meanings to some extent, and tend to be colloquial. For example, Nike's "Just do it", Pepsi-Cola's "A new generation of choice", Philips' "Let's do it better" and so on.

Then, the creative appeal direction of brand advertising slogans is nothing more than five categories: value concept, technology, service, quality and function.

Most brand advertising slogans are value appeals, because value appeals are highly generalized, have profound connotations, are meaningful, and have far-reaching implications; their denotations are very broad and inclusive. . The form of expression is short and concise, the pronunciation is loud, easy to spread, easy to identify, catchy, and especially convenient to apply. If customers don't work around the clock and spread the word unswervingly, ideal concept accumulation effects will surely be formed over time. I know of a well-known media in the south. Even its own promotion is like news. It pursues changing its advertising slogans once a year. Changing it so frequently is like changing its face, so there is no accumulation! Short-sighted.

The appeal of value concept brand slogans must be related to the CEO of the company, the vision of the CEO, and the social emotions in which they live. Only by doing solid homework beforehand, communicating more, and understanding more can you avoid detours when creating.

When I create brand slogans, based on the previous communication, I will create a large number of pieces in each of the five directions of appeal. The most exaggerated one was to create 200 slogans for a cosmetics brand. In the end, as soon as I saw the words It's disgusting, but I only offer three to my clients. Because everyone can create good things, but not everyone can recognize them. I personally think that the best form of brand advertising slogan is six or seven words. Among these six words, there must be a verb and a noun, and it is best to pronounce it with a rising tone. What the entire slogan advocates, promises, and advocates must be affirmative, positive, and contain brand value.

2. Creation of category advertising slogans. The creation of category advertising slogans is basically to appeal to the brand's advantages (selling points) in the category, or other related things that have advantages in the category. The advertising slogan of the Little Swan brand I have worked for is "Wholeheartedly dedicated to Little Swan", and the advertising slogan of Little Swan washing machine is "Created with care, done for you". For example, Xiaoya washing machine’s “professional innovation, you can prove it” and Siemens mobile phone’s “inspiration lights up life”. Category advertising slogans are usually expressed in eight words, concise and neat, with at least one verb. The first four characters appeal to the function points of the product, and the last four characters appeal to the benefits the product brings to consumers. It is best to pronounce it with a rising tone. Pay attention to antithesis and rhyme in syllables, making it easy to read and spread. Of course, most products are promoted without category slogans, and the brand alone is enough to drive consumer demand.

3. Creation of product advertising slogans. The focus of the creation of product slogans is to appeal to the selling points of the product. Originally, the selling points are refined on the basis of differentiation. At the same time, this selling point may be the promotion theme of the product. The so-called "differentiation" refers to the benefits that competing products ignore, consumers benefit from, and our products themselves can provide. The form of expression is variable, either six characters or eight characters, including at least one verb, and the pronunciation can be either rising or falling. The appeal point must have a functional point, a benefit point, or a combination of both. (The product slogan mentioned here is not the title of a specific graphic work, but it may be the theme. It is a text mark that distinguishes the product and is as important as the product name.)

4 , Creation of service advertising slogans. The creation of service slogans is mainly to provide added value to consumers. It is a super value thing, and the appeal must be the promise of benefits. The form of expression can be long or short, and the number of words can be even or odd, but there must be at least one verb, and it is best to pronounce it in a falling tone. In the case of the "Skyworth Gold Service Project 123668" we just launched, we think this way: the service image of the Skyworth brand has always been relatively practical, sincere, professional and thoughtful. Skyworth's service concept is: "Customer, you are the president" and Skyworth's service standard is: "Everything is for your satisfaction." Therefore, when the Skyworth Group Customer Service Center re-integrated and launched its service projects, it proposed "Skyworth Gold Medal Service Project 123668" , so the slogan of Skyworth Gold Medal Service is: "Skyworth Gold Medal Service, do every step well."

5. Creation of corporate slogans. Nowadays, the brand slogans and corporate slogans of most companies are the same, but the focus of appeals of corporate slogans will be different due to different strategic development goals of the company at different stages. Relatively speaking, the requirements for the form of expression are not very strict. It is similar to the previous method of creating advertising slogans and can be applied flexibly.

The power of a penetrating, deep and connotative brand slogan is infinite. And it often becomes a certain life creed and principle of life for the target consumers, and even becomes a lifestyle and life goal. A brand slogan with a high starting point is the spirit and thought of the brand. The connotation is quite profound and does not conflict with popularization. The values ??it advocates and appeals to are highly harmonious and symmetrical with the values ????of the target consumers.

A creative and vital product slogan is simply a "golden key", and the value created cannot be achieved by tens of millions of advertising fees. A creative and vital product advertising slogan, with a single shout, endless financial resources will flow endlessly.

For example, "Nongfu Spring is a bit sweet", such as "pagers, mobile phones, business communication, none of them are indispensable" are impressive achievements that no one can match so far.

Who can calculate the value of the promise that a service slogan can bear? Who can calculate its visible and invisible value?