T

Jeff Swystun

A chapter in The Brand Glossary, 2007, pp 115-119 from Palgrave Macmillan

Abstract: Abstract This is a short, distinctive, and easily recognizable phrase that accompanies a brand, conveys its promise and, in a few memorable words, captures the theme of the ad or commercial in which it appears. Taglines aid recall, like Avis’s “We try harder.”

Keywords: Balance Sheet; Intangible Asset; Tangible Asset; Memorable Word; Touch Point (search for similar items in EconPapers)
Date: 2007
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-62640-9_20

Ordering information: This item can be ordered from
http://www.palgrave.com/9780230626409

DOI: 10.1057/9780230626409_20

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().