The European Court of Justice already said, numerous times, that slogans are normally not seen by the public as a way to distinguish products/services. Although there are also very good arguments against this opinion, a recent study now shows that trademarks produce different effect with consumers than slogans do. Very interesting stuff. But how does it work?
Researches Laran, Dalton and Andrade noticed a remarkable case of behavioral backlash between trademarks and slogans. Both produce opposite effects with the targeted consumers.
When asked to which extent they thought that would be persuaded, consumers answer that they use brand names primarily as a means of recognize a product, where slogans are seen merely as a persuasive tool.
It turns our that slogan cause a negative reaction. Because consumers recognize that they are trying to be persuaded, they will display so-called “corrective behavior”. A negative reaction to the brand the slogan belongs to
A brand name will show the opposite reaction: consumers will display the behavior that precisely fits the brand: consumers will think more creatively after seeing the Apple logo. And consumers will give products a more positive value after being exposed to luxury brands.
This ‘negative slogan behavior’ can be used to your advantage though: Walmart, a major US retailer, known for its low prices, uses the slogan “Save money. Live better ‘. Because shoppers unconsciously experience this slogan as a persuasion technique, they show the opposite behavior. They buy more!