THE ROLE OF SLOGAN IN BRAND COMMUNICATIONS (REVIEW OF THE MONOGRAPH “BRAND COMMUNICATIONS MANAGEMENT” BY V.L. MUSYKANT)

Abstract

Modern brand communications involve the establishment of sustainable contact with customers to ex- change ideas, values and marketing information that creates a platform and brand positioning through verbal and nonverbal symbols. The researchers traditionally consider such text unit of marketing communications as a slogan as the second name of the brand and as its important component and notional element of the system of corporate identification of promotional product. By repeating the brand name, the slogan expresses more precisely the communication targeting and focus, affects the appropriate motivation of consumers causing necessary tolerant marketing associations with the brand.  This article is devoted to the analysis of monograph “Management of Brand Communications” by well- known Russian expert in the field of branding and advertising, the Doctor of Sciences (Sociology), Professor Muzykant V.L. The researcher considers a slogan as an integral component of brand, highlights its specific features and defines its role in the system of brand communications, and appeals to the history of branding, focuses on the formation of national branding and slogan research.  The slogan of the brand or its key phrase is necessary in order to create harmonious distinctive features of the brand. It is easily recognizable and memorable phrase which often accompanies a brand name in marketing communications programs. The main purpose of slogan is to support the brand image, embodied in its name and logo. The authors believe that peer-reviewed work of Professor V.L. Musykant is devoted to the topical problem of modern branding – the impact of the slogan in brand communications on consumers. Therefore, this monograph can be useful to young scientists, postgraduate students, doctoral students, and all specialists who are interested in marketing communications.