Contributors
Articles by Dass, Mayukh
Dass, Mayukh; Kohli, Chiranjeev S.; Acharya, Manaswini
As consumers' perceptions of brand messages evolve, advertisers respond by revisiting their messages and investing more heavily, with North American advertising spending projected to exceed $370 billion by 2024. In this context, brand name, logo, and slogan's semiotic components gain strategic importance in enhancing brand equity. This paper focuses on slogans and examines slogan-related factors that enhance alignment with brand identity.
