When people think trade marks, they generally think words (brand
names) and logos. They seldom think slogans, by which I mean those
"pay-off lines" or "positioning statements"
that companies so like to use with their products. Terms like A
Taste For Life, You Always Get Something Out and Connecting
People.
Most companies use slogans these days and they do so because
their branding people tell them to. Because, say the ponytails, a
slogan can capture the brand's promise or essence in just a few
words. These slogans may, however, also perform a trade mark
function. That is because, although you are highly unlikely to ever
ask for a product by its slogan, you may make certain assumptions
when you see it in use.
