A slogan is a short, punchy, and distinctive phrase designed to identify and promote a product, service, or company. It can be protected as a trademark, provided that it has sufficient distinctive character and is not limited to a purely descriptive, laudatory, or promotional expression.
Protecting a slogan under trademark law gives it:
- a monopoly on the use of the sign for the products and services covered
- asset value as an intangible asset
- legal protection against imitations or unauthorised use.
In practice, trademark offices (such as the EUIPO or INPI) examine whether the public perceives the slogan as an indicator of commercial origin rather than a simple advertising message.