Why Consumers Rebel Against Slogans

Brand names, logos, and slogans are integral parts of any company’s marketing message. All have the same aim: to make consumers react positively to a product or a business.

Read more on Customer experience or related topics Marketing and Brand management

A version of this article appeared in the November 2011 issue of Harvard Business Review.

Juliano Laran is an assistant professor of marketing at the University of Miami. Amy N. Dalton is an assistant professor of marketing at Hong Kong University of Science and Technology. Eduardo B. Andrade is an associate professor of marketing at the Haas School of Business at the University of California, Berkeley.

Amy N. Dalton Juliano Laran is an assistant professor of marketing at the University of Miami. is an assistant professor of marketing at Hong Kong University of Science and Technology. Eduardo B. Andrade is an associate professor of marketing at the Haas School of Business at the University of California, Berkeley.

Eduardo B. Andrade Juliano Laran is an assistant professor of marketing at the University of Miami. Amy N. Dalton is an assistant professor of marketing at Hong Kong University of Science and Technology. is an associate professor of marketing at the Haas School of Business at the University of California, Berkeley.

Read more on Customer experience or related topics Marketing and Brand management

Why Consumers Rebel Against Slogans

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