Observing Consumer Market Changes from Brand Slogan Changes

DOI

10.2991/assehr.k.220109.055How to use a DOI?

Keywords

brand slogan; brand strategy deployment; consumer market

Abstract

The slogan of a brand is a summary of its product characteristics and brand connotation, and is one of the most important and effective ways for a brand to express itself in the market. A good slogan is the result of a deep insight into the consumer market, which allows consumers to quickly understand the unique selling points and connotations of the brand, and can even help the brand establish an emotional connection with consumers. This article analyzes the cases of brands changing slogans, figuring out the transformation of the consumer market is the external cause, and the brand’s strategic deployment is the internal cause. The combination of external and internal causes caused these changes. By summarizing consumer market trend of rejuvenation, market sinking and higher requirements for product quality, this article gives some suggestions for brands to create and modify slogans.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Yang Liu
PY  - 2022
DA  - 2022/01/24
TI  - Observing Consumer Market Changes from Brand Slogan Changes
BT  - Proceedings of the 2021 International Conference on Culture, Design and Social Development (CDSD 2021)
PB  - Atlantis Press
SP  - 266
EP  - 269
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220109.055
DO  - 10.2991/assehr.k.220109.055
ID  - Liu2022
ER  -