Generally speaking, the essence of advertising is to give a potential consumer information about the benefits of a particular product or service sold by a company and to advance them from competition in the eyes of the consumer. Successful advertising requires a strategically planned corporate brand identity. This includes a position statement and advertising slogan, which have a significant impact on consumer brand recall. Therefore, we are interested in the role of language choices in advertising slogans and how they help in building a long-term brand value. In order for the findings to be as comprehensive and relevant as possible, the present master's research is interdisciplinary, namely the design of an effective slogan is not only a communicative or only a linguistic process. To understand the importance of language resources, we must first know the key components that make up a brand and position it in the market. The theoretical part focuses on key communication and linguistic concepts and contains an overview of relevant theoretical contributions on the influence of language on the recall or effectiveness of slogans. The empirical part consists of qualitative and quantitative analysis of the umbrella advertising slogans of selected retailers in Slovenia, the latter being performed on a sample of 229 respondents. Research has shown that the invocation of slogans is greatly influenced by language. Meaning, the more stylistically marked, different, innovative and original the slogan is, the higher the level of memorability.