If you make a list of well known companies, you can probably think of some, if not many of the slogans used over the years by these companies. In fact, I can think of some companies that I don't know that much about other than a slogan.
Some slogans work, others don't and some are very successful and long lasting. For example, I was not even born when Wendy's originally starting using the slogan "Where's the beef?" and yet I know about it because it is became so well known.
Most slogans are short and easy to remember but also distinct enough to remember. Sometimes slogans are heard on television, radio, youtube and so on. Other times a slogan can seen visually and read on packaging, billboards, internet ads, ect. Some companies , use both techniques, even in the same ad, as in the case of a voice-over on a commercial saying the slogan while the words can be read on the screen.
Sometimes a lot of money is spent coming up with a slogan. But just because a ton of money is spent coming up with one doesn't mean it will work. The city I live in spent a sizable amount of money for a firm to come up with a slogan--a slogan they did not end up using (an article about that can be found here: http://www.scntx.com/articles/2013/04/07/plano_star-courier/news/7693.txt).
Other times, it just takes a notebook and some patience as one or more people come up with a list of possible slogans. All it takes is for one of them to be just right.
Even though a slogan is usually only a few words, get it right and it can be one of the most effective marketing tools.
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