Brand Innovation and Sign Mobility of Slogans: An Analysis of Coke Slogans

Abstract

This paper presents a theoretical reflection on the contemporary expressions of the brand, emphasizing the role of slogans as a means of upgrade and innovation of identity mark to examine the potential communicative slogans capacity. Methods and Design: Uses the shape and content approach to examine the potential communicative slogans capacity as a strategy to extend the possibilities of connecting people and product significantly with five independent categories on shape and content variables. Results and Discussions: By analysis Coca Cola slogans became evident that the mobility presented in the last ten years, with exchange recurring slogans because of the low plasticity of other expressions of the brand, for example, logotypes or packaging. Sign mobility of the slogans points to potency as an expressive element capable of providing constant updates without weakening the strength of the brand sign.
Keywords: Brand expressions, Brand identity, Innovation, Slogan.