Dictionary of Marketing Terms: slogan
slogan
phrase or sentence used repeatedly in the advertising of a product or service that, through its repetition alone, eventually comes to identify the product or service. Essentially, slogans serve one of two basic functions: either to communicate an idea that manufacturers want associated with the product or service, such as "The Science of Sound" by Technics stereo equipment, or to retain continuity within an advertising campaign. A famous example of the latter is "Ask the man who owns one," associated with the Packard automobile of the 1930s. This particular slogan has been remembered throughout the years, long past the life of the product, and is often used in other contexts.
