What is a Slogan? Meaning and principles of choosing a Slogan for an organization
What is a Slogan? Meaning and principles of choosing a Slogan for an organization

Slogan is a slogan that nearly all businesses and organizations need to have nowadays. It reflects the culture and long-term goals of the brand. And for each slogan, it requires many different criteria in terms of form and content. So what is a slogan? What does this slogan mean for organizations and what criteria does it need to meet? This is something not everyone knows.

Slogan is the phrase customers think of when mentioning the business
Slogan is the phrase customers think of when mentioning the business

What is a Slogan?

Slogan is a familiar term to many people nowadays. Because in daily life, slogans always exist, they represent the goals, core values that businesses, organizations want to aim for. There are even many famous slogans that just hearing them makes people think of the brand behind them. That’s why slogans are also an effective marketing form if the brand knows how to use them.

In simple terms, a slogan is a short, concise slogan, usually containing the message that the brand wants to convey to customers. It can also be called a “marketing slogan,” which is a way for the brand to communicate with customers. Ultimately, that slogan must resonate in the minds of customers in some way, only then will it be successful. Enhancing the recognition of that company, business, or organization among many people. Usually, the slogan will be accompanied by the brand logo, becoming the brand’s identity.

Why Does an Organization Need a Slogan? – The Meaning of Slogan

As mentioned above, the meaning of the slogan is extremely important, it plays an indispensable role for a brand. Especially for brands that are in the process of building and have not yet established a presence in the market. So what does a slogan bring? Why does a business need to choose a slogan?

    • Firstly, a slogan helps to demonstrate the commitment of the business to its customers. This will attract attention, build trust, and create a connection between the business and its customers. It acts as a bridge that leaves a profound impression on customers (if the slogan is catchy and meaningful).
    • It creates a sensory experience for customers, making them feel like they are using products from the brand. This is a special effect that can instantly prompt customers to purchase the brand’s products or services. For example, Bitis’ slogan “Nâng niu bàn chân Việt” (Caring for Vietnamese Feet) makes people feel like they are wearing comfortable shoes and gives them a very positive feeling. Therefore, this statement has the effect of encouraging customers to buy and experience that feeling.
Slogans have profound meaning for businesses and organizations
Slogans have profound meaning for businesses and organizations
  • It strengthens the brand and increases recognition in the market by attracting attention and creating viral trends. This is an extremely effective marketing strategy for businesses and organizations.
  • It creates a differentiation from competing rivals.

Slogans and Important Criteria for Selection

There are many important criteria for choosing a slogan to help build the brand image. Some of these criteria include:


A slogan needs to be concise and memorable, preferably just one sentence. Lengthy slogans tend to dilute the message, lack focus, and viewers may not pay attention. Not to mention that a long slogan is challenging to remember, making it difficult for viewers to understand your purpose.

For example, Apple’s slogan “Think Different.” or LG’s slogan “Life’s Good.”

Meaningful and Not Empty Words

A slogan with empty words is not a suitable choice. Having its own meaning conveys the message that the brand wants to send to consumers. This will leave a good impression on those who see it. For example, Nokia’s slogan “Connecting People” implies that Nokia phones can connect people anywhere with powerful coverage, without limitations.

Encouraging Action

A slogan that encourages action will easily stimulate viewers’ attention and motivate them to act accordingly. It inspires and leaves a lasting impression. Typically, action slogans end with an exclamation mark. For example, “Think Different!” is a call to action.

Slogans should be directed towards the products and services of the business
Slogans should be directed towards the products and services of the business

Aiming for the Business, Organization, and Ensuring Authenticity

A brand’s slogan must be directed towards its operating philosophy as well as its products. For example, KFC’s slogan “Finger Lickin’ Good” is directed towards their fried chicken product. And of course, ensure a level of authenticity in the statement.

Having a Positive Meaning

A good slogan needs to have a positive meaning, avoiding negativity that may backfire and lead to negative responses from customers towards the slogan. Consequently, this can adversely affect the overall brand perception.

These are the key considerations in creating a high-quality and suitable slogan for a brand. We hope that the information we provided is genuinely helpful to you.