Slogans Used By Indian Brands

shibboleths employ By Indian taintson their role in advertising military posture, Slogans with power-packed ad-lib communication submiting what the shuffling stands for be handy to a faultls, for all companies outstanding and small. oneness is yet to see a grade which expresses itself with pop formulates. Integral to nonice create unequivocally be shibboleths. Slogans and non verbal cognitive contents reinforce each separate in communication effort.A unique and winning motto should be a output of aggressive brain churning done by more(prenominal) than one individual over a considerable duration of clip rather than just a few hours. Slogans material body calls for pooling of endowments, elucidate of vision, visualizing of the chart line of products growth and evolving of a communication strategy. The exercise involves efforts of m whatsoever seminal quite a little cutting across all echelons of organizational hierarchy, hardly in the first place wit h a lead role assumed by precede brass. Efforts and unassumingness shown in guide word making foretells the future success of the differentiate, since it covers a ample range of decisions including strategic as thoroughly as tactical ones, if at all right decisions be whatsoeverthing to do with distinguishs success.This paper explores whether the use of shibboleths for Indian brands jackpot play vital role in advertising effectiveness, and tells what contentedness to be acquited by the use of mottos and by what features the slogans should be make to quarter them effective .Key wordsAdvertisingSlogansNomenclatureCriteriaEffectivenessSlogans utilise by Indian brands A brief analytical studyon their role in advertising effectivenessCONTENTS advertising essenceNOMENCLATURE OF SLOGANSCRITERIA FOR A WINNING SLOGANDISCUSSION demonstrationREFERENCESADVERTISINGThe word advertising is derived from the Latin word, advertero which can be broken into ad and verto center toward s and I turn respectively. Literally it means to a particularized thing. The definitions committee of the American Marketing Association (AMA) defined (1960), advertising as some(prenominal) paid form of non- soulal presentation of idea, unplayfuls or military service by an identified sponsor. Advertising is purposeful communications designed with a control to specific objectives. Advertising attempts to persuade prospective bribeers to buy a product/service.Stanton observes that advertising consists of all the activities involved the presenting to a group a non-personal, viva voce or visual, openly sponsored capacity regarding a product, service or idea. The message called an advertisement is disseminated finished one or more media and is paid for by the identified sponsor.Hausen says that advertising includes those activities by which visual or oral messages be provideressed to the people for the purpose of informing them and influencing them either to buy merchandise or service or to act or be inclined favorably towards idea, institutions or persona featured. In rail line with advancement and some other forms of propaganda, advertising messages are identified with advertiser either by signature or by oral teaching. In further contrast to everydayity, advertising is a commercialised transaction involving payment to publishers or all-embracing casters and others whose media are employed. Shapiro defines advertising as a non-personal paid message of commercial significance about a product, service or comp any made to a market by an identified sponsor.Advertising according to Kotler is any paid form of non personal presentation and promotion of ideas, goods or operate by an identified sponsor. Thus in developing an advertising computer program one must always start by identifying the market call for and buyer motives and must make five major decisions comm further referred as 5 ms (Mission, Money, pass, Media and Mea originalment) of adve rtising shown in below figure 1MessageGenerationEvaluationSelectionExecutionSocial tariffMission gross sales goalsAdvertising ObjectivesMoney (Budget)Factors de confinesining budget areStages in PLCMkt share consumer BaseCompetitionAd frequency yield substitution abilityMediaReach, frequency impactMajor media referencesSpecific media vehicles geo chartical medium allocationsSocial ResponsibilityMeasurementCommunications impactSales impactFig. 1 The five Ms of AdvertisingMESSAGEMessage is a product of creativity. creative thinking is the ability to produce original ideas. Creativity influences advertising much before visualization and copy writing. Planning of the ad, takes a great deal of creativity. Message should consist of the interest elements shown in the following figure 2.MessageNon-verbal ElementsMusic assumptionTrade mark / Brand markPicture curious sound etc.Verbal elementsHeadlines fighter heads torso textSlogansRight affinity of each results in yeasty mixFig 2. Elements of Message-Creative-mixThe verbal elements and nonverbal elements in the right proportion (given the product, cigaret market, and other things) results in the creative mix which create more upkeep value for the advertiser. A brief description the elements of message are presented as followsMusicMusic has high attention value and is sure-footed of arousing emotions. Mostly, aliveness-style advertising adopts this format. It is popularly apply for personal care products, muted drinks and so on. This format makes audience guess the brands and the company. Recall of ad by consumers even amidst busy life story actively, is possible owing to music insertion.ColorColors are often used to attract the attention and likewise to introduce memory value. Color possesses one-third qualities or attributes namely (a) the exemplary hallmark of Quality (hue) (b) the degree of lightness or darkness of a color (value) (c) intensity or purity of hue or the strong suit of a color (ch roma).Trademarks / Brand Marks / picturesThese also checked with the end of relating the ad to the company or product and hence more memorability is possible.Unusual soundsThese play an important role in the creation of more attention value and memorability for use, Lijjat papad ad carries at the end of the ad unusual sounds being produced by the pet animals.Headlines sub headsUsually headline appears at the fall of the body-copy but is not always. In some cases, headlines appear at the derriere or middle space of the ad. Generally, it is set in bolder and larger type and its short and drags the reader to the body text. When body text is lengthy, the message is divided into paragraphs and each is given a subhead to highlight the theme of the paragraph.Body CopyIt forms the main part of the ad apart from visual elements, headlines and captions. The size of it of the body text differs from ad to ad and some ads may pick out a shorter body text and for some other, it will be l arger. For practiced products, generally the body text is lengthier.SlogansA distinctive foxy devise that serves as a motto for a campaign brand, or company. It is used across a variety of marketing communication messages and over an blanket(a) period of time. Slogans are a short phrase used in part to help establish an image, identity or position for a brand or an organization, but mostly used to increase memorability. (Gurnn, Allen, Semenik, Thomson south-western, Vikas publishing house, ND, 2003). In other words, slogan is a set of short, simple, clear catchy and colorful words used to attract and hold the attention of the customer. The slogans should be short, direct, sweet, easily pronounceable, easily remembered, time proof and yet pleasing to ears. It is a concise but an effective way of telling an idea. Slogans also assist the conduct of tests of marketing research. The purpose of which is also called a shoulder strap line, in an advertisement is to leave the key brand message in the mentality of the target (Foster Timothy R V, Ad slogans un limited).NOMENCLATURE OF SLOGANSSlogan oral communication varies from place to place. In many an(prenominal) parts of the world and also generically, they are called slogans. In the USA, they are tags and taglines. In the UK, they are end lines, endlines or strap lines. In Germany they are called claims where as in France signatures. In the Netherlands, slogans are called payoffs. By and large, slogans are treated as trademarks.CRITERIA FOR A PERFECT SLOGANCharless L Whittier in his curb Creating Advertising says slogan should be a statement of such merit about a product or service that it is worthy of continuous repetition in advertising, is worth while for the public to remember, and is phrased in such a way that the public is likely to remember it. Foster Timothy has proposed the principles of framed dos and donts a perfect slogan as followsA Slogan should be memorableWhen a person is able to disavow the line without any aid, the slogan is state to be memorable. The more the repetition of the slogan the more is its memorability. It also depends on the brand heritage and the big ideas conveyed successfully through advertisements. Further interest-provocative and contextual illustrations or story, alliteration, specially coined words, puns, antithesis and verses are good ways of making slogans memorable. Tongue- jockly phrases and joyous brand experiences make the slogan memorable. Brand equity is a blend of memorability. Memorability improves the ledge life of a slogan. A few cases of rhyme-filled and memorable slogans are hereunderExamplesAlliteration Syndicate slang Reliable, responsible (CFA, Jan 2003)ICICI depose Safer, simpler, smarter (Eenadu, 13-2-2003)Rhymes Andhra Bank First in Service Best in banking (CFA Jan 2003)Canara Bank do to grow Growing to serve (FE Feb 2003)Puns ACC cement Double action, longer life (DC, 14-02-03)Amway recrudesce ideas, purify li fe (TOI 16-02-2003)A slogan should aid in the recall of the brand nameBy reading the slogan, one should be able to remember the brand name of the product/ company. Ideally the brand name should be included in the slogan. The scoop out way for pitch the brand name into spotlight is to frame the slogan with a rhyme in it.For exampleBrand name Maruthi zen just add zen to your life (BT 02-02-03)Yamaha Enticer two wheeler blueing smear yamaha (TOI 4-2-03) content school of banking At NSB we teach success (TH 10-2-03)Rhyme ESPN note say better, win bigger (TH 8/2/03)Thomos cook (Tourism) Best holidays, ingenuous prices (TOI 3/2/03)Vellore institute of applied science A place to learn, a chance of grow (TH 5/2/03) Amarraja Batteries lasts long, really long (India nowadays Jan 20/03)A slogan should contain a key gainMany advertisers include key good in the slogan to convey about the benefit to the consumer in a concise way. For example.Key benefitProduct/companySloganSourceSafe ty for the investment reciprocal fund (First India MF)Where safety comes firstBrand comeliness test book Jan 2003ProsperityCan Bank MFTogether for long term prosperity fortune India Jan 31-03Better trainingcordiality B-SchoolsWe nurture talentTOI 3/2/03Quality of lifeGE country great consumer financial services (personal loans)We bring good things to life.DC 10/02/03mileageTVS Suzuki victorMore smiles per hourTOI 11/2/03 overbold things bailiwick Geographic TV channelBefore we make programme, we make recordNational Geographic pathA slogan should differentiate the brandA slogan should depict a characteristic about the brand that sets it apart from its competitors.For example.SOTC world Famous tours the smartest way to see the world (TH 3/2/03)HSBC Bank The worlds local Bank (Readers stomach Jan 03)Western northern the fattest way to receive money world all-embracing (TH 3/2/03)Kurlon mattresses Pure sleep nothing else (Readers digest Jan 03)Voltas AC Acs with IQ (TOI 14/2/ 03)The Indian express crudespaper Journalism of courage, (Network magazine Jan 03)Sansui TVS Better than the best (DC 3/2/03)SERVO (lubricants) population class locomotive oils (CFA Jan 03)JK Tyres total control (BT 2/2/03)A slogan should rear collateral feelings about the brandA slogan should produce official feelings about the brand by conveying the benefit/comforts or the uses of the product/service in a compact form. For example.Yashoda hospital(Super specialty)We wish you will never need us, TH 8/2/03Apollo infirmaryTouching lives DC 5/2/03Oyzterbay (Jewellery)Jewellery for the living TOI 10/2/03Air SaharaEmotionally yours TH 11/02/03Cathay Pacific (Air liner)Now youre really flying Bran comeliness screen book July 03 pass on Bank of IndiaWith you all the way, Readers digest Jan 03HDFC (Home loans)With you right through, TOI 3/2/03JK written documentCreating lasting impressions, BT 2/2/03South Eastern RailwaysStriving for chastity , DC 16/02/03Birla Ready mix c over for constructionconcrete on call, TH 13/02/03 world(prenominal) hospitalsMedical Excellence through team work. TH16-02-03Salora (TVS)The perfect match, TH 16/2/03LIC (Jeevan Suraksha) ego reliance for life, TOI 14/02/03Zurich IndiaBuilding a worry free world, TOI 6/2/03A slogan that is reflect the brands characterPersonality implies customary patterns and qualities of behavior of any individual as expressed by physical and mental activities and attitudes, as well as distinctive individual qualities of a person consider collectively. For exampleIdea Cellular Idea pay card An idea can change your life DC 6/2/03Network associates(network security ) your network our business, Data quest Jan 31-03LG Electronics set forth your life DC 4/2/03ICICI Prudential(Life Insurance) We cover you, At every step in life TOI 4/2/03New City Hospitals Secbad Treating you with care Indian Express 4/2/03SBI (Life Insurance) with us, youre sure TOI 5/2/03HDFC Bank(Credit Cards) we understand you r world TH 14/2/03Khazana furniture your status, your taste your class, Our solution, TH 15/2/03Franklin India Blue chipFund (MF) Performing consistently for you TH 17/2/03Financial Express What people in the chair gave on their table FE 1/2/03Eureka Forbes(Aqua guard water purifier) your friend for life, Brand Equity quiz book Jan 03IFFCO -TOKIO General insurance the life you deserve BT 2/2/03Birla temperateness life insurance Your dreams our commitment. BT Jan 20/Feb 2 2003A Slogan should be strategicSome companies convey their business strategy may effectively through the use of slogans, such asBSNL (telecom) Connecting India, TH, 8/2/03Vignan Schools Global standards, India values TOI 8/2/03Hindalco (Aluminum) World Class Quality TOI 9/2/03Siemens (Telecom) Global network of innovations DC 17/2/03Patni computers World wide partnerships World wide solutions ,TOI 5/2/03Matrix labs Chemistry together TH 5/2/03Wipro (Soft) Applying opinion TH 5/2/03Nokia (Cell phones) connecting people ET 5/2/03Malaysia Airlines Going beyond expectations, BI Jan 20 Feb 2 03Jagan Institute of mgmt Developing the corporate leaders of tomorrow , Indian mgmt Jun 03UTI (MF) For you better tomorrow, CFA Jan 2003A slogan should be campaignableWhen the slogan works across a series of advertising executions, the slogan said to bedevil some shelf life. For different ads with different story boards, if the same tagline used, the tag line said to be campaignable. For examplePepsi (Soft Drink)Yeh dil mange moreTelcos Tata IndicaMore car per car cartel infocommKarlo duniya mutti meinNokia cell phonesConnecting peopleBSNL (telecom)Connecting IndiaWipro SoftApplying thoughtBoost (energy drink)Boost is the cabalistic of our energyRaymond Garments clothesThe complete manH BO (TV channel)Simply the bestVoltas (ACs)Acs with IQA slogan should not be usable by a competitorOne should not be able to comforter a competitive brand name and use the slogan. Further a little modificati on in the line which does not lead to any change in the theme conveyed by the companies.For exampleNokia (Cell phone) Connecting people ET 5/2/03BSNL (Telecom) Connecting India ET 5/2/03SBI (Home loans) with you all the way , Readers accept,03TATA AIG (Insurance) with you always, BI,Jan20-Feb 2,03HDFC (Home loans) with you, right through, Readers Digest Jan 2003LIC (Insurance) with you all the time , FI,31/1/03Bank of Baroda Banking on Relationships, BI Jan 20 Feb 2 03The Ohanalakshmi bank Ltd Relationships forever, Fortune India 31/1/03AIMA Excellent in mgmt, CFA Jan 2003ICFAI In search of excellence, India Mgt Jan 2003Slogan should be originalOriginality is king. Originality stands out. Originality improves the chances of impressing the message on target group. But, originality is hard to come by except with creative process.For exampleBusiness now (Business magazine) For managing tomorrow BT any issueMaruthi (Wagon R) Inspired technology Readers Digest Jan 03Telco (Tata Indic a) More car per car TOI 3/2/03Pepsi (soft drink) Yeh dil mange more TOI 5/2/03Sansui (TVS) Better than the best DC 3/2/03Philips (TVS) Lets make things better, TOI 3/2/03Ing vysya Adding life to insurance ,Brand Equity quiz book, Jan 2003MRF (Tyres) Tyres with muscle Eenadu 1-2-03Slogan should be simpleSimple means it should be short and in simple word so that the target market understand and get impressed. Being simple excludes many things. conversely accommodating too many hearts in a simple anatomy requires high thoughtfulness. But the most common folly is missing out the best in the endeavor to express the best. Simple words can tell simple things but not big ideas. Being too simple is tantamount to mediocrity unless some rhythm, rhyme and magic are built in to it. Let us guess at a few practices.DHL Worldwide Express (Cargo) The pulse of business, TOI 28/1/03Amity B-School We nurture talent, TOI 3/1/03Fenna (India ) (Industrial product) Fit and forget BW 17/2/03Andhra Bank (Credit Cards)First in service best in banking, CFA Jan 03,Eureka Forbes (Aqua guard water purifier) your friend for life , Brand Equity quiz book Jan 03LG Electronics (Electronics) prosper your life , DC 4/2/03Thompson (TVS) Happy technology to you, TOI 3/2/03Slogan should be unobjectionableA neat slogan helps portray the product progressively in the punters perception. For examplePC Quest (computer magazine) Enhance your computing, PC Quest any issueNestle (Nesthum) Light Nutritious TH 30/1/03Britania (biscuits) Eat healthy, think better TH 6/2/03Slogan should be believablePoetic expressions and exaggeration is seen on the endlines, such asHSBC Bank (Credit Cards) The worlds local bank , Readers Digest Jan 03Aaj Tak (News Channel) The nations best news channel BT 2/2/03Seagrams (Music products) Above it all BT 2/2/03Mahindra Mahindra (Scorpio Zeep) zip else will do, BI Jan 20 Feb 2m 2003Sansui (TVS) Better than the best, DC 3/2/03Servo (Engine Oil) World Class engine oil, CFA Jan 2003LIC (Komal Jeevan) Zindagi ke saath bhi, Zindagi ke baad bhi, Brand Equity Quiz Book, Jan 03Firmly anchored on truth, honesty and simplicity, the phrases lend themselves to bebelievable. Overstatement as well as understatement will stifle believability. submit a lookat a few cases.Slogan should help when customer social club the product or serviceSlogans distinguish some from the other in the product line or choice set. They facilitatecustomers communication with the selling, rid of wrong shipments. The cases inpoint areBMW I want to have the ultimate driving machine , AXN ChannelWeight watches Give me taste, not waist, HBO Channel (Meals)Fed Express why fool around with anyone else, HBO ChannelSlogan should not be in current use by othersThe more different users of a slogan, the less effective it is. Banker and insurance companies and also telecom companies use more or less same meaning giving or with same words in their slogans. The mission, strategy and message of two brands may be the same. But each of them should occupy a distinct slot in the consumers head. This is what brand positioning is all about. The slogan in most cases expresses its position. If the positioning is proper, this slogan will not be in current use by any other brand. Take a look at a few cases.AIMA (B-School) Excellent in management Indian mgt Jan 03ICFAI (B-School) In search of excellence, TH,SBI (Home loans) with you all the way Readers Digest Jan 03HDFC (Home loans) with you right through TOI 3/2/03LIC (Insurance) with you all the time Fortune India 31/1/03TATA AIG (Insurance) with you always BI Jan 20-Feb 2 03Bank of Baroda Banking on relationships, CFA Jan 2003The Dhana Lakshmi Bank ltd Relationships for ever, CFA Jan 2003.Slogan should not be bland, generic or well-wornSlogans that are bland, nedolent of mom and aprole-pie, clearly suffer a weakness.Almost any brand could use these lines and lines are dull and monotony. For example.UTI (MF) For you better tomor row, CFA Jan 2003Union Bank of India Good people to bank with, Readers Digest Jan 2003AIMA B-School Excellence in mgmt, Indian Mgt Jan -03GE Country wide Consumer Financial Services We bring good things to life, DC 10-2-03West Bengal IDC Making things happen, Indian mgmt Jan -03Slogan should not straightaway a sarcastic or interdict responseMalaysia Airlines Going beyond expectation , BI Jan 20/Feb 2 2003(Expectations differ from passenger to passenger) gild Palio (4 wheeler) Technology to the max, DC 6/2/2003 (Can you define the max limit of the Technology)Ing Vysya life insurance Adding life to insurance , Brand equity quiz book Jan 2003(How can it be possible?)Slogan should not be pretentiousThis is called pomposity test. Promise less and deliver more mind set leads to highcustomers satisfaction. Promising what is not possible will only result in fast slide of thebrand along graph line of satisfaction and loyalty to customers. A slogan should give the true(a) spin of importanc e for exampleIIPM -B School What we teach today the other adopt tomorrowCommunity (Digital copier) We are in your corner, BI, Jan 20 /Feb 2003Birla sun life insurance Your dreams our commitment, BI Jan 2/Feb 2 2003AFL private (Cargo) Where motility is a science, FI 31/1/03Slogan should not be negativeNegative Advertising is hard to justify and some times the negative slogan confuse the customer, such asYashoda Hospitals We hope you will never need us, TH 8/2/2003Slogan should not cervix uteri of corporate waffle, hence sounding unrealFor exampleDSP Merrill lynch (MF) bullish on life, TOI 11/2/03(Onida) MNC Electronics (Black TV) It will change your world DC 3/2/03KLA Electronics (UPS) Leadership beyond compare, Data Quest 31/1/03South Eastern Railways Striving for excellence DC 10/2003Slogan should not be a so what ? or long-winded statementFor exampleBharat overseas Bank Ltd, A bank own by 7 banks (so what ?), CFA Jan 2003Slogan should not make you say oh yeahFor exampleApex Academy (IIT /JEE coaching) We take your career as sternly as you doTOI 10/2/03 (o w yeah)Videocon (Electronics) Technology for health and pleasure, Brand Equity Quiz Jan 03, (oh yeah)Patni computers world wide partnership, world wide solutions,TOI 5/2/03(oh yeah)Slogan should not be meaningless and complicated or clumsyFor exampleAFL secret (Cargo) Where movement is a science, FI 31/1/03Yamaha (Enticer 2 wheeler) Blue blooded Yamaha, TOI 4/2/03Slogan could be trendyIt implies that a slogan should be as short as possibleSingle word slogans are Compaq HP Invent , Data Quest 15/1/03Apollo Tyres unstoppable , BI Jan 20/Feb 2 2003Two or three words slogans and three terse ideas such asThe new Indian express (news paper ) Sarvathra Vijayam Newspaper any dayBusiness Today For managing tomorrow , BT any issueMaruthi Vagon R Inspired Engineering, Readers Digest Jan 2003LG Electronics Expand yourself, TOI 3/2/03Syndicate Bank Reliable, Responsible, CFA Jan 2003Jaypee institute of mgt Education, Enlightenment, Empowerment, TH 12/2/2003Khazana Furniture your status, your taste Your class, our solutions,TH 15/2/03DISCUSSION AND CONCLUSIONSlogans with power-packed words conveying what the brand stands for are handy tools, for all companies big and small. One is yet to see a brand which expresses itself without words. Integral to brand building unequivocally are slogans. Slogans and non verbal messages reinforce each other in communication effort.A unique and winning slogan should be a product of aggressive brain churning done by more than one individual over a considerable length of time rather than just a few hours. Slogans framing calls for pooling of talents, clarifying of vision, visualizing of the graph line of products growth and evolving of a communication strategy. The exercise involves efforts of many creative people cutting across all echelons of organizational hierarchy, but primarily with a lead role assumed by top brass. Efforts and seriousness shown in slogan making foretells the future success of the brand, since it covers a wide range of decisions including strategic as well as tactical ones, if at all right decisions are anything to do with brands success. Slogan framing if interested to ad-hoc advertising professionals will be ill-fated unless the professionals are soundly familiar with the brands and its strategization through their long association with the brand.Focus on slogan making is focus on an area of paramount importance since it touches on strategization and communication. The analysis has boiled down to identification of chief functions of a slogan and critic for effective slogan. The functions of an effective slogan areCredibility b) appliance of recall c) Communicational ease d) Creative distinctiveness which is called 4Cs interrogatory framework. 4Cs testing framework can not only help evaluate the effectiveness of a slogan but also create a new winning slogan.The first and foremost function of slogan is est ablishing as well as maintaining credibility for the brand. Timothy prescribes that it should be believable, should not be pretentious, should not be unreal, capable of invoking positive feelings, tout key benefits, represent personality of the brand and trigger deep strategy oriented thought process.Secondly, the slogan should help recall the brand name and the slogan itself. The prescriptive formulate is that the slogan should be memorable, simple, and neat and reflect brands strategic orientation.Thirdly, the slogan should be of high creative distinctiveness, which of course is a product of high-rung creative thought process. The prescription for achieving this functionality is that the slogan should be trendy, original, differentiative and personality reflective. It should not be bland, generic, stock(prenominal) and should not collapse lackluster responses like so-what, ho-hum, oh-yeah etc. it should not be already in use by others and preferably should hedge itself against real or unauthorized use by competitors. It should not be a source of negative responses. Perhaps sarcastic phrasing will invoke negative responses only.Lastly, brand and business depend heavily on communicative ease of the message and slogan which is the subject on hand. The slogan should be campaignable and capable of providing ease of ordering a product by a customer. It should not be sarcastic lest negative responses are brought forth.Fig 3. 4Cs test FRAMEWORKCREDIBILITYCONVENIENCE OF RECALLCREATIVE DISTINCTIVE-NESSCOMMUNICATIONAL calm Believable not pretentious Not unreal Source of positive feeling speaks of key benefit. Memorable Aids in brand recall Simple Neat-Strategic Trendy Not bland Original Not in use by others Makes the brand standout Non-encroach able to competitors Does not generate lackluster responses Campaignable Ease in Ordering No