The advertising slogan is good

Brands are complex and diverse. The brand image (or the brand’s market image) needs to be integrated and disseminated from the brand’s product image, technology image, service image, corporate image, public relations image, etc., and finally to the audience. The accumulation of demands in the treasure chest forms brand loyalty and favorability

So the advertising slogans of many images are different, the only thing that is the same is the core value of the brand

1. 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

The respected academic masters put all the slogans in the advertising works The advertising copy involved is collectively called advertising slogans. The fact is that in most cases these so-called "advertising slogans" are just titles of some graphic works or narrations and monologues of film and television works. That's it. The masters were not rigorous in this matter, and they misled others and themselves! Brand slogans have been recognized through communication and accumulation over a long period of time, and have a certain degree of stability and recognition

Brand slogans are generally concise, short, and concise, with fewer words. Control it to about 7--10 words, and focus on the brand's proposition, commitment, or benefits to consumers

Usually, it will be applied in combination with the brand's LOGO or alone, or It appears in a fixed form at the end of the TV commercial, in 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 categories according to their nature and function. Five major categories: brand slogans, category slogans, product slogans, service slogans, and corporate slogans

These five categories of slogans each serve their own purpose and complement each other. They are unique to each other in integrated marketing communications. Positive, echoing each other

1. Brand slogans are the brand’s propositions and promises in marketing. They are generally concise, short, concise, connotative, have a certain depth and breadth of extension, and are easy to relate to the target. Audiences are sympathetic, sympathetic, philosophical and humanistic, and extremely approachable

Usually they dominate category advertising slogans, product advertising slogans, and service advertising slogans, but they are only the source of brand advertising slogans. Another interpretation and extension

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" and so on

2. Category advertising slogans mean that under the diversified development strategy of different series or brands of the same product, the company involves other products The advertising slogans of the products produced by the business scope are an extension of the main brand, forming a complementary pattern

Let’s take Haier as an example: the Haier brand’s advertising slogan is “sincere forever”, and at the same time it is the The company's advertising slogan

Specific to various categories: Haier washing machine: "Haier washing machine, designed specifically for you"

Haier refrigerator: "Haier refrigerator, designed for you"

Haier air conditioners: “Haier air conditioners will always hit new heights”

Haier gas stoves: “Haier gas stoves, safety is the most important thing”

Haier dishwashers: “Enjoy life , enjoy health

” The advertising slogan of the Little Swan brand I have worked for is “Wholeheartedly Little Swan”, and the advertising 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 selling points of the product

For example, the advertising slogan (promotion theme) of Haier's Prince Frost-free series refrigerators: "Smart If you are one step ahead, 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”

Little Swan direct-frequency washing machine The product slogan is "Direct frequency technology, Pentium washing". The product slogan of Little Swan desktop WQP4-4161 dishwasher is "Strong magnetic dishwasher, smarter and cleaner". The promotion theme of Whirlpool Athena series: "New Silk Road for Laundry" ”

The Skyworth Health progressive TV series we serve is based on: “New health standards,

"Line by Line Storm" to appeal

4. The service slogan is the added value given by the brand or company to the product, which generally appears in the form of professional commitment

Haier brand *** Same Service slogan: "As long as you make a call, we will do the rest."

Motorola's "MOTO care, wholehearted care", the new service slogan launched by Skyworth Group 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”, etc.

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, high quality guaranteed", P&G's "Procter & Gamble, high-quality products" and Siemens' "outstanding performance, as you wish" are just corporate slogans

In fact, this is not necessarily the case in actual operations, but I believe that the method is better than Knowledge is more important, and flexibility in adapting to local conditions is still necessary

3. Writing of advertising slogans - a good advertising slogan is a golden key. The previous point is just a warm-up stage. What we see below , will be the real topic of creating advertising slogans

Let’s first look at the creation of brand advertising slogans

Marketing is communication

So, brand advertising Slogans are the slogans, propositions, promotional themes and concepts of the brand in marketing communications, including brand positioning

All propositions or concepts of the brand are carried and expressed through brand slogans