slogan

A slogan is a short, memorable phrase used to convey the core message, promise, or identity of a product, company, or political campaign. In marketing, slogans accompany logos and brand names to shape perception and aid recall. In politics and social movements, slogans summarize a position or call to action.

The term slogan originated from the Scottish Gaelic sluagh-ghairm, meaning a battle cry or rallying cry. In modern usage it describes a concise line that captures a brand’s value proposition or a campaign’s central message. Slogans differ from mottos in that they are typically tied to a campaign or marketing effort rather than a broader guiding principle.

Usage and forms vary. Advertising slogans often appear in media and packaging, while political slogans appear on posters and speeches. A good slogan is brief, easy to remember, rhythmic, and distinct from competitors. Distinguishing between slogan, tagline, and catchphrase: a slogan is campaign-specific, a tagline anchors brand identity, and a catchphrase may recur in speech or media.

Legal status varies by jurisdiction; slogans can be registered as trademarks or service marks, and protection emphasizes brand association rather than copyright. Overuse, cliché, or outdated phrasing can reduce effectiveness. Slogans may also be criticized for promising more than is delivered or for exploiting emotional triggers.

Notable examples include Nike's "Just Do It" (1988), Apple's "Think Different" (1997), Barack Obama's "Yes We Can" (2008), and Donald Trump's "Make America Great Again" (2016). These phrases aim to be memorable, portable, and transferable across media while reinforcing identity and intent.