Among other methods, good brand managers always affect clients and strengthen their fidelity to the brand by means of company advertising slogans and vivid images associated with this brand. Slogans may function as useful “levers” or “hooks” helping clients to understand the essence of a trademark and its peculiarity, as well as to nail in clients' minds the established image of a strong brand. One of the “hooks” attracting attention to brand and helping to nail it in a common man's mind – is a company (advertising) slogan - short message or motto, which actively presents the key theme of the brand in general or of a certain advertising campaign, and contains substantial information, reflecting the essence of campaign's or product's marketing offer. One must admit that it is nice to recall favorite philosopher's aphorisms or sayings while getting up in the morning, and to whistle an aria from a renowned opera on your way to work. However, more often people sing unsophisticated verses about the “sign of a good taste” and get annoyed by a trivial call to “have a break” going round in their heads. This means that the advertisement of popular chocolate bars and drinks has hit its target. The main lever for success in generation of a positive and recognizable brand image - is the slogan and its graphic image in consumer's mind. Together with other brand components (logo, corporate colors, sound or music image) a slogan generates the system of constant elements which ensure the brand's internal unity and are aimed at creation of exposure effect. To some extent, we all are “ad eaters” and are always capable of estimating an ad, even if it is at the level of feelings: whether we like it or not. So why a certain advertisement can make us smile, elicit good feelings and cause an urge to buy product/service that is being advertised, and another one - evokes disappointment and annoyance? The answer is obvious: the first one was created professionally and correctly from the point of view of advertising technology and branding and with consideration of consumer's psychology. While the other one is dilettantish