For most Americans, when something is described as “Finger lickin'” and “good,” there’s little question that it’s chicken from KFC.

KFC’s “Finger lickin’ good,” slogan is the most memorable among Americans with an 87.9% recognized rate, according to a study by advertising and market research firm Survata.

Survata on Monday unveiled its list of the most effective advertising slogans, exclusively to USA TODAY. While tops, KFC barely edged out Kay Jewelers’ highly successful, “Every kiss begins with Kay” slogan at 87.4%.

Survata’s study analyzed 75 popular advertising slogans from well-known brands and industries. It asked 3,286 U.S. consumers to read a famous slogan, then supply the brand behind that slogan in a “free” response. All identifying brand references — like Kay in “Every kiss begins with Kay” — were redacted to maintain the study’s integrity.

Whether it’s  “Can you hear me now?” or  “They’re G-r-r-reat!”  — if you’re like most Americans, you probably recognize the advertising slogans, but can you identify the companies and products associated with them? (Answers: Verizon and Kellogg’s Frosted Flakes).

Companies pay experts billions of dollars to make sure their brands are recognized by consumers. How effective that branding is can make a huge difference in the bottom line.

All the slogans and brands making the top 25, with one exception, were matched by more than 50% of respondents. Scroll to the bottom of this story to see the list. But first …

Challenge: Think you know better?

Surprisingly, there were many brand slogans outside the Top 25 that were seemingly familiar but a majority of consumers couldn’t identify the brand. Think you can?

Take this quiz to see if you belong on Madison Avenue with the advertising bigwigs who know their brands or on Sesame Street where they don’t show ads  .

25 most memorable advertising slogans

1. “Finger lickin’ good”, KFC 87.9%
2. “Every kiss begins with ___ “, Kay Jewelers 87.4%
3. “15 minutes could save you 15% or more”, Geico  82.3%
4. “Just do it”, Nike 82.3%
5. “Snap, Crackle, Pop”, Rice Krispies 79.5%
6. “You’re in good hands”, Allstate 78.2%
7. “Taste the rainbow”, Skittles 75.1%
8. “Melts in your mouth, not in your hands”, M&Ms 73.2%
9. “Maybe she’s born with it. Maybe it’s ____ “, Maybelline 69.3%
10. “I’m lovin’ it”, McDonalds 68.9%
11. “____ is on your side”, Nationwide 68.8%
12. “They’re G-r-r-reat!”, Frosted Flakes 68.3%
13. “We have the meats”, Arby’s 67.8%
14. “The king of beers”, Budweiser 66.1%
15. “M’m! M’m! Good!”, Campbell’s 62.1%
16. “It gives you wings”, Red Bull 59.3%
17. “The happiest place on Earth”, Disney 58.7%
18. “The breakfast of champions”, Wheaties 57.1%
19. “Can you hear me now?”, Verizon 54.9%
20. “Taste so good, cats ask for it by name”, Meow Mix 53.9%
21. “Eat fresh”, Subway 52.4%
22. “When it absolutely, positively has to be there overnight” FedEx 52.4%
23. “At the corner of happy and healthy”, Walgreens 51.5%
24. “Betcha can’t eat just one”, Lays 50.7%
25. “The snack that smiles back”, Goldfish 49.0%

NOTE: List is only of slogans currently in use.Percentage representsshare of respondents matching the slogan to the brand. SOURCE: Survata

Methodology: Survata interviewed 3,286 online respondents, closely equal across age groups and genders. Respondents were reached across the Survata publisher network, where they take a survey to unlock premium content, like articles and ebooks. Respondents received no cash compensation for their participation. More information can be found at survata.com/methodology.