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The development of a new slogan or a brand is a very important component in the field of marketing. Evidently, through the right development of slogans, organizations can promote their products, increase their consumer base, and amplify their sales volumes. It is fundamental to assert that the right brands or slogans incorporate attractive designs, good colors, and appealing words. The use of appealing words, attractive designs, and good colors have a primary intention of marketing the product and differentiating it from others offered by competing organizations. Smart brand managers usually develop slogans or brands that not only increase the sales volumes of the company but also augment its market share. It is within this context that the essay develops a new slogan for Coca Cola Company and lists three concepts that the slogan fulfills.
‘Water is Life’ is a new slogan developed by Coca Cola Company in an attempt to market a new product that it recently launched. Since the product serves the needs of those individuals, who love mineral water, the slogan is very instrumental in increasing their willingness to purchase it. Moreover, the slogan promotes the product and differentiates it from others offered by competitors. The slogan is appealing and eye-catching, and thus, it receives the required attention from potential consumers in the target market. The accompaniments of the slogan, such as color, the shape of the bottle, and the writing style, increase the demand for the product in the market. It is imperative to highlight that the role that brand managers played in developing the new slogan is a factor that the organization cannot underscore in its quest to increase present and future product sales.
The three important concepts that the slogan fulfills comprise promotion, differentiation, and legal protection of the product.
- Remarkably, the slogan is very crucial in promoting the product and ensuring that it receives the required level of awareness in the minds of the target clients. When promoting the product, marketers use the slogan or the brand name, and in the process, increase the level of awareness concerning the product and its respective brand.
- In addition, the new slogan is instrumental in differentiating the product and creating a distinction between it and similar products offered by competitors. Currently, several organizations are engaging in cutthroat competition, and some manufacture products that are identical to those of their competitors. To minimize instances where consumers purchase different products unknowingly, the slogan provides a useful system of differentiation.
- The new slogan provides legal protection for the product and ensures that the manufacturer obtains the required legal rights to produce and sell the product. The protection also limits the use of the slogan or the brand to the company and prevents its duplication or secondary use by other companies.
The role that a brand or a new slogan plays in product marketing and promotion is very crucial. As a result, brand managers need to ensure that they design brands or slogans that reach out to the target clients and convey the desired information concerning product quality and its significance. It is vital to understand that a brand determines the overall success or failure of a product, and hence, managers need to employ high levels of expertise in its design. Some of the main roles of a slogan or a brand include promotion, differentiation, and the creation of legal protection for the product. The roles are very important and facilitate successful marketing and sale of the product.
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