Slogans Used By Indian Brands

catchwords Used By Indian Brandson their function in advertising effectiveness, shibboleths with power-packed words look ating what the punctuate stands for be handy overlyls, for all companies easily-favoured and small. One is yet to see a defect which expresses itself without words. Integral to check building unequivocally are guidewords. Slogans and non verbal messages reinforce each other in communication effort.A unique and winning shibboleth should be a product of aggressive brain churning d maven by more than iodine individual over a conceptualize suitable length of time rather than just a few hours. Slogans framing calls for pooling of talents, clarifying of vision, ocularizing of the graph line of products appendage and evolving of a communication dodge. The exercise involves efforts of m each fanciful people cutting cross centerings all echelons of organizational hierarchy, but primarily with a lead role assumed by top brass. Efforts and seriousness sho wn in slogan making foretells the future success of the brand, since it covers a wide range of decisions including strategic as healthy as tactical ones, if at all right decisions are anything to do with brands success.This paper explores whether the use of slogans for Indian brands can play vital role in advertising effectiveness, and tells what message to be conveyed by the use of slogans and by what features the slogans should be made to make them effective .Key words advertizeSlogansNomenclatureCriteria strengthSlogans used by Indian brands A brief analytical studyon their role in advertising effectivenessCONTENTSADVERTISING pithNOMENCLATURE OF SLOGANSCRITERIA FOR A WINNING SLOGANDISCUSSION CONCLUSIONREFERENCESADVERTISINGThe word advertising is derived from the Latin word, advertero which can be broken into ad and verto mode towards and I turn respectively. Literally it means to a specific thing. The definitions committee of the American Marketing Association (AMA) defined (1960), advertising as any pay form of non-personal presentation of idea, goods or service by an identified sponsor. Advertising is purposeful communications designed with a view to specific objectives. Advertising attempts to shake prospective buyers to buy a product/service.Stanton observes that advertising consists of all the activities involved the presenting to a group a non-personal, oral or optic, openly sponsored message regarding a product, service or idea. The message called an advertisement is disseminated through 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 are addressed 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 contrast with publicity and other forms of propaganda, advertising messages are identified with advertiser ei ther by signature or by oral statement. In further contrast to publicity, advertising is a commercial transaction involving payment to publishers or broad casters and others whose media are employed. Shapiro defines advertising as a non-personal paid message of commercial significance about a product, service or fraternity made to a grocery store by an identified sponsor.Advertising according to Kotler is any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. consequently in developing an advertising program one must always start by identifying the market pauperisations and buyer motives and must make five major decisions commonly referred as 5 ms (Mission, Money, heart, Media and Measurement) of advertising shown in below figure 1MessageGenerationEvaluationSelection transactionSocial ResponsibilityMission gross sales goalsAdvertising ObjectivesMoney (Budget)Factors determining budget areStages in PLCMkt share consumer B aseCompetitionAd oftennessProduct substitution abilityMediaReach, frequency impactMajor media typesSpecific media vehiclesGeographical medium allocationsSocial ResponsibilityMeasurementCommunications impactSales impactFig. 1 The five Ms of AdvertisingMESSAGEMessage is a product of creativity. Creativity is the ability to produce schoolmaster 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 following elements shown in the following figure 2.MessageNon-verbal ElementsMusicColorTrade mark / Brand markPictureUnusual sound etc.Verbal elementsHeadlinesSub headsBody textbookSlogans justifiedly proportion of each results in Creative mixFig 2. Elements of Message-Creative-mixThe verbal elements and nonverbal elements in the right proportion (given the product, target market, and other things) results in the creative mix which create more financial aid value for the a dvertiser. A brief description the elements of message are presented as followsMusicMusic has high attention value and is capable of arousing emotions. Mostly, bread and butter-style advertising adopts this format. It is popularly used for personal care products, soft drinks and so on. This format makes audience look upon the brands and the company. Recall of ad by consumers even amidst busy liveliness actively, is possible owing to music insertion.ColorColors are often used to attract the attention and in any case to introduce memory value. Color possesses three qualities or attributes namely (a) the symbolic hallmark of Quality (hue) (b) the degree of lightness or darkness of a glossary (value) (c) intensity or purity of hue or the strength of a color (chroma).Trademarks / Brand Marks / picturesThese also checked with the intention 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 mannikin, 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 top of the body-copy but is not always. In few cases, headlines appear at the bottom or middle space of the ad. Generally, it is set in bolder and larger type and its unforesightful 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 piece of the paragraph.Body CopyIt forms the main part of the ad apart from visual elements, headlines and captions. The size of the body text differs from ad to ad and or so ads may contain a shorter body text and for several(prenominal) other, it testament be larger. For technological products, generally the body text is lengthier.SlogansA distinctive catchy phrase that serves as a motto for a campaign brand, or company. It is used across a variety of marketing communication messages and over an extended period of time. Slogans are a short phrase used in part to serve up establish an image, identity or position for a brand or an organization, but mostly used to incr silence 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 client. The slogans should be short, direct, sweet, easily pronounceable, easily remembered, time substantiation and yet pleasing to ears. It is a concise but an effective way of telling an idea. Slogans also facilitate the conduct of tests of marketing research. The purpose of which is also called a thresh line, in an advertisement is to leave the key brand message in the mind of the target (Foster timothy R V, Ad slogans unlimited).NOMENCLATURE OF SLOGANSSlogan nomenclature varies from place to place. In many parts of the landly conc ern 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 book Creating Advertising says slogan should be a statement of such merit about a product or service that it is worthy of unvarying 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 border dos and donts a perfect slogan as followsA Slogan should be memorableWhen a person is able to sequester the line without any aid, the slogan is said to be memorable. The more the repetition of the slogan the more is its memorability. It also depends on the brand heritage and the swelled ideas conveyed successfully through advertisements. yet interest-provocative and contextual illustrations or story, alliteration, specially coined words, puns, antithesis and rhymes are good ways of making slogans memorable. Tongue- partnerly phrases and happy brand experiences make the slogan memorable. Brand equity is a function of memorability. Memorability improves the shelf life of a slogan. A few cases of rhyme-filled and memorable slogans are hereunderExamplesAlliteration Syndicate confide Reliable, responsible (CFA, Jan 2003)ICICI bevel Safer, simpler, smarter (Eenadu, 13-2-2003)Rhymes Andhra Bank First in Service Best in hopeing (CFA Jan 2003)Canara Bank Serving to grow Growing to serve (FE Feb 2003)Puns ACC cement Double action, broader life (DC, 14-02-03)Amway go ideas, better life (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 in cluded in the slogan. The stovepipe way for flirting the brand name into pip 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 bicycler Blue blooded yamaha (TOI 4-2-03)National school of deponeing At NSB we teach success (TH 10-2-03)Rhyme ESPN channel Think better, win bigger (TH 8/2/03)Thomos take a leak (Tourism) Best holi mean solar days, honest prices (TOI 3/2/03)Vellore institute of Technology A place to learn, a chance of grow (TH 5/2/03) Amarraja Batteries lasts long, really long (India Today Jan 20/03)A slogan should contain a key benefitMany advertisers include key benefit in the slogan to convey about the benefit to the consumer in a concise way. For example.Key benefitProduct/companySloganSourceSafety for the investmentMutual livestock (First India MF)Where safety comes firstBrand Equity quiz book Jan 2003ProsperityCan Bank MFTogether for long term prosperity great deal India Jan 31-03 break up trainingAmity B-SchoolsWe nurture talentTOI 3/2/03Quality of lifeGE country wide consumer financial services (personal loans)We bring good things to life.DC 10/02/03MileageTVS Suzuki victorMore smiles per hourTOI 11/2/03New thingsNational Geographic TV channel in the first place we make programme, we make historyNational Geographic bloodA slogan should distinguishableiate the brandA slogan should depict a distinctive 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 Digest Jan 03) horse opera Union the fattest way to receive money world wide (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 newspaper Journalism of courage, (Network magazine Jan 03)Sansui TVS Better than the best (DC 3/2/03)SERVO (lubricants) World class engine oils (CFA Jan 03)JK Tyres entire control (BT 2/2/03)A slogan should invoke positive feelings about the brandA slogan should invoke positive 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 hope you volition never need us, TH 8/2/03Apollo HospitalTouching 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 Equity Quiz book July 03State Bank of IndiaWith you all the way, Readers digest Jan 03HDFC (Home loans)With you right through, TOI 3/2/03JK PapersCreating lasting impressions, BT 2/2/03South Eastern RailwaysStriving for uprightness , DC 16/02/03Birla Ready mix concrete for structureconcrete on call, TH 13/02/03Global 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 India Building a worry free world, TOI 6/2/03A slogan that is reflect the brands personalityPersonality implies habitual patterns and qualities of fashion 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 prepaid card An idea can change your life DC 6/2/03Network associates(network bail ) your network our business, Data quest Jan 31-03LG Electronics Expand 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 your 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 sun 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 thought 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 campaign ableWhen the slogan works across a series of advertising executions, the slogan said to have some shelf life. For different ads with different story boards, if the same(p) tagline used, the tag line said to be campaignable. For examplePepsi (Soft Drink)Yeh dil mange moreTelcos Tata IndicaMore car per car credence infocommKarlo duniya mutti meinNokia cell phonesConnecting peopleBSNL (telecom)Connecting IndiaWipro SoftApplying thoughtBoost (energy drink)Boost is the secret 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 substitute a militant brand name and use the slogan. Further a little modification 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 Digest,03TATA AIG (Insuranc e) 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 Today (Business magazine) For managing tomorrow BT any issueMaruthi (Wagon R) stir Engineering Readers Digest Jan 03Telco (Tata Indica) 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 mus cle 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 meanings in a simple phase requires high thoughtfulness. But the most common folly is missing out the best in the enterprisingness 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 look 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) Expand your life , DC 4/2/03Thompson (TVS) Happy technology to you, TOI 3/2/ 03Slogan should be neatA 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, suppose 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) Nothing 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. T ake a lookat a few cases.Slogan should help when customer ordering the product or serviceSlogans distinguish some from the other in the product line or choice set. They facilitatecustomers communication with the selling, obviate 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 mind. 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 hackneyedSlogans 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 tomorrow, CFA Jan 2003Union Bank of India Good people to bank with, Readers Digest Jan 2003AIMA B-School Excellence in mgmt, Indian Mgt Jan -03GE clownish wide Consumer Financial Services We bring good things to life, DC 10-2-03West Bengal IDC Making things happen, Indian mgmt Ja n -03Slogan should not prompt a sarcastic or prejudicious responseMalaysia Airlines Going beyond expectation , BI Jan 20/Feb 2 2003(Expectations differ from passenger to passenger)Fiat 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 lawful spin of importance 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 movement 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 neck 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 Ho-hum statementFor exampleBharat overseas Bank Ltd, A bank owned 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 hard 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 Private (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 w hich 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 branch 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 unl ess the professionals are thoroughly 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) Convenience of recall c) Communicational ease d) Creative distinctiveness which is called 4Cs testing 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 establishing 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 phrasing 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, hackneyed and should not generate 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 true 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 communicational 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 TESTING FRAMEWORKCREDIBILITY stratagem OF RECALLCREATIVE DISTINCTIVE-NESSCOMMUNICATIONAL EASE Believable Not pretentious Not unreal Source of positive feeling speaks of key benefit. Memorable support 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