{"id":82510,"date":"2024-10-18T20:25:19","date_gmt":"2024-10-18T20:25:19","guid":{"rendered":"https:\/\/mailrelay.com\/glosario\/slogan\/"},"modified":"2026-10-14T11:34:38","modified_gmt":"2026-10-14T11:34:38","slug":"slogan","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/en\/glossary\/slogan\/","title":{"rendered":"Slogan"},"content":{"rendered":"\n

A slogan is a short, easy-to-remember phrase that sums up what a brand, product or campaign offers.<\/strong> For example, \u201cRed Bull gives you wings\u201d or KFC’s \u201cFinger lickin’ good\u201d.<\/p>\n\n

Its goal is for people to remember the brand and associate it with an idea, an emotion or a benefit.<\/p>\n\n

What does \u201cslogan\u201d mean?<\/h2>\n\n

The Royal Spanish Academy (RAE) defines eslogan as a \u201cshort, original formula used for advertising, political propaganda, etc.\u201d.<\/p>\n\n

The word comes from the English slogan<\/em>, which in turn comes from the Scottish Gaelic sluagh-ghairm<\/em>: a clan’s battle cry<\/strong>. Today, that cry belongs to a brand, a political party or a social campaign.<\/p>\n\n

In Spanish, it is spelled eslogan<\/strong>, with an initial e<\/em>, and the plural is esl\u00f3ganes<\/strong>. Forms such as \u201cslogan\u201d, \u201csloganes\u201d or \u201cesl\u00f3gan\u201d are common mistakes in Spanish.<\/p>\n\n

Slogan, tagline, motto and claim: are they the same thing?<\/h2>\n\n

They are used almost as synonyms, but there are subtle differences:<\/p>\n\n

Term<\/th>What it is<\/th>How long it lasts<\/th>Example<\/th><\/tr><\/thead>
Slogan<\/td>Advertising phrase for a brand, product or campaign<\/td>Can change with each campaign<\/td>\u201cRed Bull gives you wings\u201d<\/td><\/tr>
Tagline<\/a><\/td>Fixed phrase that accompanies the logo<\/td>Years<\/td>\u201cJust Do It\u201d, by Nike<\/td><\/tr>
Motto<\/td>Phrase that sums up the values of a person or organization<\/td>Very stable<\/td>\u201cCitius, altius, fortius\u201d, from the Olympic Games<\/td><\/tr>
Claim<\/td>The term agencies in Spain use for a campaign slogan<\/td>As long as the campaign lasts<\/td>The closing line of an ad<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

In practice, many brands use their best-known phrase as a tagline for years.<\/p>\n\n

Characteristics of a good slogan<\/h2>\n\n

Short.<\/strong> Between three and eight words. The shorter it is, the easier it is to remember.<\/p>\n\n

Easy to remember.<\/strong> Rhythm, rhyme or repetition help: \u201cHave a break, have a KitKat\u201d.<\/p>\n\n

Distinctive.<\/strong> It should set the brand apart from its competitors.<\/p>\n\n

With a clear benefit.<\/strong> It tells customers what they gain, even if it is an emotion.<\/p>\n\n

Lasting.<\/strong> It doesn’t depend on a passing trend.<\/p>\n\n

Consistent with the brand.<\/strong> It fits its tone, its values and its logo<\/a>.<\/p>\n\n

\"Characteristics<\/figure>\n\n
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Put your slogan in every newsletter<\/strong><\/p>\n\n\n\n

Templates with your logo and brand line, and A\/B testing to choose the best subject line. Free for up to 80,000 emails a month.<\/p>\n\n\n\n

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Create a free account<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n

Types of slogans<\/h2>\n\n
Type<\/th>What it does<\/th>Example<\/th><\/tr><\/thead>
Descriptive<\/td>Explains what the product does<\/td>\u201cSheer Driving Pleasure\u201d, by BMW<\/td><\/tr>
Emotional<\/td>Connects with a feeling<\/td>\u201cOpen Happiness\u201d, by Coca-Cola<\/td><\/tr>
Imperative<\/td>Encourages action<\/td>\u201cJust Do It\u201d, by Nike<\/td><\/tr>
Benefit-driven<\/td>Promises a result<\/td>\u201cRed Bull gives you wings\u201d<\/td><\/tr>
Comparative<\/td>Measures itself against the competition<\/td>\u201cWe try harder\u201d, by Avis<\/td><\/tr>
Values-based<\/td>Speaks to the customer’s identity<\/td>\u201cBecause I’m worth it\u201d, by L’Or\u00e9al<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

Famous slogan examples<\/h2>\n\n

Some of the most memorable ones:<\/p>\n\n