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- “Yes They Can?”: an empirical study on the effect of slogans in brand awarenessPublication . Silveira, Paulo Duarte; Galvão, Susana C. Brito; Penteado, GraçaSlogans are a verbal or written expression of the brand marketing positioning and, consequently, should aim to benefit the brand. The brand equity concept includes several dimensions, and those might be developed or reinforced by each branding marketing action. Brand awareness is a component of brand equity and, therefore, might be influenced by marketing communications, which includes the slogan. The main research question addressed in this paper is to analyse if slogans might influence brand awareness. To achieve that goal, an empirical quantitative study was conducted among a sample of three hundred and seventy mobile telecom service consumers, gathering primary data via an on-line questionnaire. The variables considered were slogan recall, slogan recognition and spontaneous brand awareness for three different mobile telecom brands. The results obtained reveal a positive association between slogan recall and brand awareness in two of the brands in study. The results also show that those two brands were the ones with the highest awareness levels.
- An empirical study on the recall of slogansPublication . Vieira, Aníbal; Silveira, Paulo Duarte; Cravidão, Mário; Galvão, Susana C. Brito; Penteado, GraçaThe general purpose of this paper is to analyze the effectiveness of slogans. An empirical quantitative study was conducted, in order to access the effectiveness of twenty one brand slogans from nine business-to-consumer product categories, measuring their recall and recognition rates and possible intrinsic characteristics impacting it: slogan antiqueness, slogan length and product category as independent variables. The main global finding is that a slogan can play an important role in branding, but the slogan should be managed in a long-term perspective, coherent with long-term brand positioning and avoiding frequent radical changes. This means that slogans can be important, but in a slow and incremental way, due to its long-term benefits. It was also found that shorter slogans have higher spontaneous recall rates.