SUMMARY.   T. Kachanova Making of a correct slogan as an expression of brand's idea   Slogan is a short-spoken, catchy phrase which expresses the essence of an advertising message. Slogan is an important kind of the advertising art. It provides brand, sells goods, develops an image of a firm in the heads of consumers. Slogans become the part of cultural strata in due course. A correct slogan expresses the idea of brand and contributes to the attraction of a consumer. And it may become the cause of both success and failure. Unfortunately many advertising accounts consider the preparation for an advertisement copy to be a non-laborious business which is quite possible for any intelligent man. As a result there is a tremendous amount of uneffective advertisement copies. To make a correct slogan it's necessary to entrust its creation to the skilled copyrighters and psychologists.