A brand is nourished by a conglomeration of characteristics such as name, culture, design, style, symbols, points of contact, etc. Together, they work as a psychological trigger that causes an association with all those thoughts that one has had about this brand over time. To be credible, it must be supported by a credibility framework.

What is considered a proper Slogan? and most importantly, what is a Slogan? Can we recognize them easily? What about Apple’s “Think Different” phrase? Is that a slogan? We’re sorry but you are wrong. Those words are actually their tagline. What about Disney? “To make people happy” sounds better? It’s in fact, their vision statement.