A brand is all that serves the purpose of identifying a product. It also differentiates the product from the ones made by the competition. It consists of various elements, such as: name, mark, slogan, colour, packaging, shapes etc. The name is the part of the brand which can be pronounced, and the mark is represented by an image. Slogans are sayings connected with the brand. The identity of the brand has to be managed and markets need to be explored on a regular basis. The identity of the brand also needs to be invested into regularly. Slogans of chain stores are very similar by nature that is by messages they want to send to their customers. To serve this degree essay, a survey has been made and a chosen group of people has been interviewed. The survey has dealt with slogans of chain stores working and advertising on the domestic market. The objective of the survey has been to learn whether the importance of the slogans actually is so significant for selling of products or alluring the customers.