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Do Brands "JUST DO IT"? Studying the Effectiveness of B2C Slogans

Table 2:

Product Category Brand Code Brand Brand Nationality Slogan Language
Retailing A Continente national national *
B Auchan/Jumbo international national *
C Pingo Doce national national *
D Lidl international national *
Soft drinks – Cokes E Coke international translated* - same meaning
F Pepsi international translated* - same meaning
Soft Drinks - Juices G Compal national national *
H Sumol national national *
Water I Luso national national *
J Vitalis national national *
Sports K Nike international not translated - English
L Adidas international not translated - English
Telecoms (mobiles) M Tmn (today is Meo) national national *
N Vodafone international not translated - English
O Optimus (today is Nos) national national *
Beer P Sagres national national *
Q Super-Bock national national *
Personal care R Gillette international translated* - same meaning
S L’Óreal international translated* - same meaning
Ice-cream T Olá international translated* - same meaning
U Nestlé international translated* - same meaning
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