This study examines whether consumers' emotive responses to a destination slogan are consistent with their reactions to the destination that the slogan is created for and whether affective image congruence between the two contributes to destination brand awareness. Findings conclude that destinations and their slogans may not evoke similar emotions and that affective similarity between a destination and its slogan significantly improves consumers' ability to correctly identify a destination from its slogan. This study proposes and tests a practical tool to aid destination marketers in their effort to evaluate the effectiveness of their brand slogans. Copyright © 2012 John Wiley & Sons, Ltd.