With the continuous innovation of the publishing industry, competition over products and services has intensified. Major publishing entities have evolved from competing solely on book products to engaging in deeper strategic competition centered on shaping and disseminating brand value. Slogans play a crucial role in brand communication by not only conveying the brand core message with precision but also enhancing audience recall through diverse visual designs. As a key instrument for promoting brand image, slogans also represent a significant manifestation of New Quality Productive Forces. This study is based on the Brand Image Theory proposed by David Ogilvy in 1960, which conceptualizes brand image as consumers’ comprehensive emotional responses and associations with brand-related attributes. The theory extends beyond the scope of product attributes and covers multiple dimensions such as brand personality, brand value, brand recognition, long-term investment, and emotional connections. Focusing on the slogans of China’ s national first-class publishing institutions, namely the "Top 100 Book Publishing Units in China", this research employs case analysis, text analysis, and comparative methods to examine the textual characteristics of domestic publishing institution slogans from both the consumer perspective and the enterprise value proposition. From a linguistic standpoint, concise slogans accurately convey the core values of the enterprise in a refined form, effectively forging the brand’ s identity; symbolic slogans leverage diverse sentence structures and creative rhetoric to activate brand expression; emotional slogans foster brand identification through narrative-driven scenarios. In terms of content, good slogans should anchor brand genes through characteristic positioning, build brand coordinates via audience orientation, and shape brand core through value guidance. Findings indicate that high-quality slogans can shape professional consciousness, enhance centripetal force to unite a community of faith, and activate team momentum through the internalization of values in terms of internal management value. In terms of market value, market positioning enables brand differentiation, quality trust drives consumer conversion, and unique value propositions define industry leadership. In terms of brand value, emotional resonance enhances brand warmth, while value resonance elevates reputation. Adhering to the principle of honing brand trust, loyalty is reinforced through cultural memory. However, current slogan designs exhibit notable shortcomings: content often fails to reflect institutional development goals and lacks differentiation and adaptability to contemporary contexts; communication channels remain limited, with insufficient sustained promotion and misalignment with broader brand-building efforts; and employee identification is frequently overlooked, preventing deep integration into organizational cultural construction. To address these issues, this study proposes three suggestions: first, innovate design methods and update target objectives in a timely manner; second, follow digital communication trends by selecting appropriate channels and enhancing evaluation of communication effectiveness; third, establish a systematic slogan management framework to strengthen maintenance, ensure timely updates, and cultivate professional talents. The study provides both theoretical and practical guidance for brand building of publishing institutions, supporting the sustainable advancement of the publishing industry within the context of a cultural powerhouse.