This study investigated linguistic and thematic characteristics of slogans and their influence on survey respondents' ability to identify the brand name associated with a slogan. The research also looked at audience characteristics, such as demographics, product usage, and media usage, which are related to recall ability. The study used a multi-stage content analytic procedure to select slogans used on a survey instrument. Findings indicated that amount and type of wordplay accounted for significant differences in correct identification rates, but that themes, years in use, and budget support did not. Additionally, younger respondents, men, and those who watched the most television were better able to recall slogans than others.