A product’s logos and slogans are elements of its brand and are designed to support a product’s brand identity. Allstate’s slogan, “You’re in good hands with Allstate,” was introduced in the 1950s. It suggests that its insurance customers can count on it being reliable and competent when they need its help. Its commercials reinforce the message. Successful marketing keeps a company’s brand front and center in people’s minds, at least at the moment of decision making. That’s why the brand is considered to be one of a company’s most valuable and important assets. It carries tremendous monetary value, affecting both the bottom line and, for public companies, shareholder value.
