如何撰写具有煽动性的产品Slogan？品牌营销专家深度解析

如何撰写具有煽动性的产品Slogan？品牌营销专家深度解析

How to Write Compelling Product Slogans? A Brand Marketing Expert's Guide

产品口号（Product Slogan）是品牌与消费者沟通的重要桥梁，一个优秀的产品口号需要同时满足品牌层、产品层和用户层三大维度的需求。

A product slogan serves as a crucial bridge between brands and consumers. An effective slogan must address three key dimensions: brand level, product level, and user level.

一、产品口号的定义 | Definition of Product Slogan

1. 品牌层（Brand Level）：产品口号需要承接品牌价值主张，延续品牌调性。

1. Brand Level: Product slogans should inherit the brand's value proposition and maintain brand tonality.

2. 产品层（Product Level）：本质是核心卖点的精炼表达，需要战略取舍。

2. Product Level: It's essentially a refined expression of the core selling points, requiring strategic choices.

3. 用户层（User Level）：需要找到产品卖点和用户买点的连接点。

3. User Level: Need to find the connection between product selling points and user buying points.

二、产品口号的逻辑 | The Logic Behind Product Slogans

1. 品类层：说正确的话（正确限定用户和沟通语境）

1. Category Level: Say the right thing (correctly define users and communication context)

2. 品牌层：说合适的话（符合品牌DNA）

2. Brand Level: Say appropriate things (aligned with brand DNA)

3. 产品层：说核心的话（突出最具打动力的卖点）

3. Product Level: Say core things (highlight the most compelling selling points)

4. 用户层：说巧妙的话（建立卖点到买点的桥梁）

4. User Level: Say clever things (build a bridge from selling points to buying points)

5. 传播层：说易记的话（提高传播效率和触达广度）

5. Communication Level: Say memorable things (improve communication efficiency and reach)

三、产品口号撰写技巧 | Product Slogan Writing Techniques

1. "因为/所以"逻辑：先归纳产品核心卖点，再抛出消费者利益点

1. "Because/So" Logic: First summarize the core selling points, then present consumer benefits

案例/Example：OLAY「第4代」抗氧小白瓶：抗糖·抗氧·抗黄气 透白更细腻

2. 数字化表达：用可感知的数字增加用户体感

2. Numerical Expression: Use perceptible numbers to enhance user experience

案例/Example：OPPO R9：充电5分钟 通话2小时

3. "时间+效果"表达：满足用户"急救心理"

3. "Time + Effect" Expression: Meet users' "emergency psychology"

案例/Example：雅诗兰黛小棕瓶眼霜：淡褪3色4区黑眼圈 2周速褪眼纹

4. 比喻手法：用耳熟能详的概念进行夸张化展现

4. Metaphorical Approach: Use familiar concepts for exaggerated presentation

案例/Example：韩束「红胶囊水」：源源补水力 拍得进的玻尿酸

5. 传达品牌精神：体现产品形象

5. Convey Brand Spirit: Reflect product image

案例/Example：iPhone4：再一次 改变一切

总结/Conclusion：优秀的产品口号源于对产品与用户的深度研究，需要具备煽动性，从产品走向用户。

Summary: Excellent product slogans stem from in-depth research on products and users, requiring compelling power that moves from product to user.