A DISSERTATION ON THE ROLE OF BRAND ASSETS LIKE JINGLES,TAGLINES,MASCOTS IN BRAND RECALL

BY SHAHID PERVEZ

A report submitted in partial fulfillment of the requirement for MBA Program of IISWBM
NAME : SHAHID PERVEZ ROLL No. : 107/MBA/101101 REGISTRATION No. : 0071073 of 2007-2008 MAJOR: MARKETING MINOR: FINANCE SESSION: 2010-2012 MBA(D) 4TH SEMESTER

ACKNOWLEDGEMENT
I would like to express my heartiest gratitude to Dr. Archana Sharma and Dr. Tanima Ray for her constant help and guide. Throughout the time I have gained wonderful and tremendous support from them. It was a great pleasure to be associated with them and I feel most lucky to have them as my teacher. I forward my heartfelt thanks to them I also take immense pleasure in thanking my respective faculty members from IISWBM (Indian Institute of Social Welfare & Business Management) for their timely guidance in the conduct of this project work. I am grateful for their constant support and help. Without their encouragement and guidance this project would not have materialized. Also, my special gratitude to friends and family, without whose support and motivation this work could not have been completed successfully.

Shahid Pervez MBA (D), 4th semester 2010-2012

TABLE OF CONTENTS

S.NO 1 2 3 4 5 6 7 8 9 10 11 12

CONTENT Abstract Introduction Literature Review Objective of the Study Methodology Observation and Analysis Some Success Stories Conclusion Recommendations Limitations Bibliography Annexure

PAGE 4 5 13 16 17 18 25 30 32 34 35 36

1. ABSTRACT
This study documents the attitudes towards the use of Taglines, jingles and mascots on brand awareness and brand attitudes. In order to investigate these role a study utilizing research questionnaire along with various face to face test, was undertaken. The Study has both quantitative and qualitative aspect. A few successful cases of Branding has also been discussed to highlight the role of the jingles, taglines and mascots. The results indicate generally favorable attitudes towards the use of brand elements especially jingles.

2. INTRODUCTION
The term brand means different things to the different roles of buyer and seller, with buyers generally associating brand with a product or service, and merchants associating brand with identity. Brand can also identify the company behind the specific product -- that's not just a biscuit, that's Britannia biscuit. This use of brand puts a "face" behind the name, so to speak, even if the "face" is the result of advertising copy and television commercials. This use of brand also says nothing of quality, just the buyer's exposure to the brand's PR and media hype. For the typical merchant, branding is a way of taking everything that is good about the company -- positive shopping experience, professionalism, superior service, product knowledge, whatever the company decides is important for a customer to believe about the company -- and wrapping these characteristics into a package that can be evoked by the brand as signifier.

2.1 Introduction to Branding The American Marketing Association defines a brand as A name, term, sign, symbol or design or a combination of them, intended to identify the goods and services of one seller or group and to differentiate them to those for competitors. A brand is thus a product or service that s adds a Dimension that differentiates it in some way from other products or services designed to satisfy the same need. These differences may be functional, rational, or tangiblerelate to product performance of the brand.

Branding has been around for centuries as a means to distinguish the goods of one producer to those of another. The earliest signs of branding can be traced to Europe where the medieval guilds required that craftsmen put trademarks on their product to protect themselves and producer against inferior quality substitutes. Also in fine arts branding began with artists signing their works. Brands today play a number of important roles that improve the consumer s lives and enhance the financial value of firms.

Brands identify the source or maker of the product and allow consumers-either individual or organizations- to assign responsibility to a particular manufacturer or distributor. Consumers may evaluate the identical product differently depending how it is branded. Consumers lean about the brand with its past experience and the marketing program. As consumers lives becomes more complicated, time starved the ability of brand to simplify decision making is

invaluable. Brands also perform valuable functions for the firm. First they simplify the product handling and tracing. Brands help to organize inventory and accounting records. The brand name can be protected registered trademarks. The intellectual property rights ensure that the firm can safely invest in the brand and can reap the benefits over a long period of time.

Brands can signal a certain level of quality so that satisfied buyers can easily choose the product again. Brand loyalty provides predictability and security of demand for the firm and creates barriers to entry that makes it difficult for other firms to enter the market. This brand loyalty can translate into willingness to pay higher price. In this sense branding can be seen as powerful means to secure a competitive advantage. Brands represent enormously valuable pieces of legal property that can influence consumer s behavior. Strong brand results in better earnings and profit performance for firms, which in turn, creates greater value for shareholders. How do you BRAND a product? Although firms provide the impetus to brand creation through marketing programs and other activities, ultimately a brand is something that resides in the mind of the consumers. A brand is a perpetual identity that is rooted in reality but reflects the perceptions and perhaps even the ultimate choice of the consumers. Branding is endowing products and services with the power of brands. To brand a product, it is necessary to teach the consumers who the product-by giving a name. Branding involves creating mental structures and helping consumers organize their knowledge about products and services in a way that clarifies their decision making and in process provides value to the firm

Branding can be applied virtually anywhere a consumer has a choice. It is possible to brand: A physical good (Nestle soup, Pantene shampoo or Maruti Swift), A service (Kingfisher Airlines, TATA AIG medical insurance), A store (Big Bazaar, BATA stores), A place (The state of Kerala, Pushkar Mela), A person (Shahrukh Khan, Sachin Tendulkar), An organization (UNICEF or BCCI),

Brand is the proprietary visual, emotional, rational, and cultural image that you associate with the company or a product. When you think of Volvo, you think of safety. When you think of Nike, you think of Michael Jordon or Just Do It . When you think of IBM, you think of Big Blue . The fact that you remember the brand name and have positive associations with that brand makes your product selection easier and enhances the value and satisfaction you get from product.

While Brand X cola or even Pepsi-Cola may win blind taste tests over Coca-Cola, the fact is that more people buy Coke than any other Cola. The fond memories of childhood and refreshment that people have when they drink Coke is often more important than a little bit better cola taste. It is this emotional relationship with brands that make them so powerful.

2.2 Purpose of Branding

The purpose of branding is to create a powerful and lasting emotional connection with customers and other audiences. A brand is a set of elements or brand assets that in combination create a unique, memorable, unmistakable, and valuable relationship between an organization and its customers. The brand is carried by a set of compelling visual, written and vocal tools to represent the business plan and intentions of an organization.

Branding is the voice and image that represents your business plan to the outside world. What your company, products and services stand for should all be captured in your branding strategy, and represented consistently throughout all your brand assets and in your daily marketing activities

The brand image that carries this emotional connection consists of the many manageable elements of branding system, including both visual image assets and language assets. The process of managing the brand to the business plan is important not only in big change situation where the brand redefinition is required, but also in the management of routine marketing variables and tactics. This does not have to be a ground-up situation where there are wholesale changes to the business. Rather it is more common that specific changes to the changes to the business plan are incremental and the work of the brand strategist and designer is to interpret these changes and revise the branding strategy and resulting brand assets and define their use in the full range of marketing variables

2.3 Brand Identity Brand Identity includes brand names, logos, positioning, brand associations, and brand personality, brand toons etc. A good brand name gives a good first impression and evokes positive associations with the brand. A positioning statement tells what business the company is in, what benefits it provides and why it is better than the completion? Brand personality adds emotion, culture and myth to brand identity by the use of a famous spokesperson (Bill Cosby-Jello), a character (Pink Panther), an animal (the Merrill lynch bull) etc.

Brand associations are the attributes that costumer thinks of when they hear or see the brand name. McDonalds television are a series of one brand association after another, starting in yellow arches in the low right corner of the screen and following with associations of Big Mac, Ronald MacDonald, kids, happy meal, food quality etc. The first step in creating a brand for your company is branding workshop.

How do we determine our Brand Identity? Brand has been called the most powerful idea in commercial world, yet few companies create a brand identity. Do you want your company s brand identity created for you by competitors and unhappy customers? Of course not. Our advice to executives is to research their customers and find the top ranked reasons that the customers buy their product rather than their competitors. Then, pound that message in every ad, in every news release, in communications with employees and in every sales call or media interview. By continuous repetition of messages customer will think of your product and then buy it

2.4 Choosing Brand Elements Brand elements are those trademarks devices that serve to identify and differentiate the brand. Most strong brands employ multiple brand elements. Nike has distinctive swoosh logo, the empowering Just Do It slogan and the mythological Nike name based on the winged goddess of victory.

Brand element can be chosen to build as much as brand equity as possible. The test of the brand building ability of these elements is what consumers think or feel about the product if they only knew about the brand element. A brand element provides positive contribution to brand equity.

Brand Element Choice Criteria There are six criteria in choosing brand element. The first three can be characterized by brand building in terms of how brand equity can be build through judicious choice of brand element. The latter three are more defensive and are concerned with how the brand equity contained in the brand element can be leveraged and preserved in the face of various opportunities and constraints. Memorable Is help. Meaningful: To what extent is brand element credible and suggestive of the corresponding category? Does it suggest something about a product ingredient or a type of person who might use the brand? Likeability: How aesthetically appealing does consumers find the brand element? Is it inherently likeable visually, verbally, and in other ways? Concrete brand names such as Wheel, Sunsilk etc evoke much imagery. Transferable: Can a brand element be used to introduce new products in the same or different categories? To what extent does the brand element add to brand equity across geographic boundaries and market segments? Adaptable: How adaptable and updatable is the brand element? Betty corker received 8 makeovers through the years-although she is 75 yrs old, she doesn t look a day over 35. Protectable: How legally protectable is the brand element? How competitively protectable? Can it be easily copied? It is important that names that become synonymous with product categories such as Kleenex, Xerox, Jell-O, etc retain their trademarks rights and not become generic.

: How easily is the brand element recalled? How easily recognized?

this true at both purchase and consumption? Short brand name like tide, Nike can

Brand elements can play a number of roles. If consumers do not examine much information in making their product decisions, brand elements should be easily recognized and recalled and inherently descriptive and persuasive. Memorable or meaningful brand elements can reduce the burden on marketing communications to build awareness and link brand associations. The different associations that arise from likeability and appeal of the brand elements may also play a critical role in the equity of brand.

2.5 Tools for Building Brand Identity Brand builders use a set of tools to strengthen and project the brand image; Strong brands typically exhibit an owned word, a slogan, a color, a symbol, and set of stories.

Owned Word A strong brand name should trigger another word, a favorable one.

Colors It helps for a company or a brand to use a consistent set of color to and in the brand recognition. Caterpillar paints all its construction equipments yellow. Yellow is the color of Kodak film. IBM uses blue in its publications, and IBM is called Big Blues.

Symbols and Logos Companies would be wise to adapt a symbol or logo to use in their communications. Many companies hire a well-known spokesperson, hoping that his or her quality transfer to the brand. Nike uses Michael Jordon who has worldwide recognition and likableness, to advertise its shoes. Sporting goods manufacturers sign contracts with top athletes to serve as their symbols, even naming the product after them.

We will be only considering only the following three elements or as we call them Brand assets in this study. 1. Slogan or Taglines A tagline is a variant of a branding slogan typically used in marketing materials and advertising. The idea behind the concept is to create a memorable phrase that will sum up the tone and premise of a brand or product. Many companies successfully added a slogan or tagline to their brand name which is repeated in every ad they use. Here are some well-known brands slogans, which people on the street may easily recall or recognize:

10

COMPANY British Airways Ford LIC Airtel

SLOGAN The world s favorite airline Quality is our number one job Jeevan ke saath bhi jeevan ke baad bhi Hare k Friend zaroori Hota hai

Cartoons and Animations (Toon Mascots) A person, animal, or object used as fictional, representative spokesperson for a brand or an organization or some consumer products. A less expensive approach is to develop a character, animated, to etch the brand s image into customer s mind. The advertising agency Leo Burnett has successfully created a number of memorable animated characters. Here are some well known brand cartoons which people may recognize: Company ICICI Prudential Amul Butter McDonalds All Out mosquito Repellent Pillsbury 7 Up Jingles A jingle is a short tune used in advertising and for other commercial uses. The jingle contains one or more hooks and lyrics that explicitly promote the product being advertised, usually through the use of one or more advertising slogans. Jingles are a form of sound branding. A lot of ad jingles have become a cult in the Indian Ad Industry and is now being used as an important tool for brand building purpose. Cartoon or Animation Chintamani Utterly Butterly Girl Ronald Louis Doughboy Fido Dido

11

Some of the well known Jingles are : Company Nirma Amul Butter Lifebuoy Nerolac Paints Dhaara Airtel Bajaj Vodafone Blacberry Jingles Washing Powder Nirma The Taste of India Tandarusti ki raksha karta hai Lifebuoy Jab Ghar ki raunak Badhani ho Dhaara Dhaara Shudh Dhara Har Ek Friend Zaroori Hota Hai Hamara Bajaj You and I We are Blackberry Boys

12

3. LITERATURE REVIEW
Although the importance of branding is immense to the marketers and Indian Brands put in a lot of effort in coming up with creative jingles, mascots and taglines but there has been considerably low research in this field. Most of the research which has taken place is mostly on the role of mascots and it has been in bits and pieces for taglines and jingles. Some of the excerpts of research are given below MASCOTS:When they work and when they don't Jagdeep Kapoor Brand Guru; Managing Director, Samsika Marketing Consultancy Many years ago when 7-up was launched in India the mascot Fido Dido was used. It became extremely popular, with it being highlighted on television as well as other media. In fact there were lunch boxes, schoolbags, water bottles and many other kid items using the mascot because of its popularity. It is an easy name to pronounce and was young and trendy in its attire and outlook, but did it help the sales of 7-up?

Recently, Gattu, the boy mascot for Asian paints was quietly withdrawn. The brand was being given a contemporary look and was rejuvenated. In the process, the mascot was removed. Was the withdrawal of the mascot a good decision?

The Air-India Maharaja has been a mascot for Air-India for many years clearly welcoming passengers all across the world, symbolizing a Maharaja like treatment to its travellers. In between, a few years ago there was an attempt to change the logo and the styling of AirIndia. Has the consistent use of the Maharaja mascot been useful to Air India for its business?

These and many other questions come to the mind of a brand marketer while using or deciding to use mascots in their brand strategy. In my opinion a four-step model needs to be

13

used to be able to evaluate when is it that brand mascots work and when is it that they don t work.

Before putting forth a model for evaluating brand mascots, I would like to highlight that the real meaning of a mascot is a person or animal or thing that is supposed to bring luck to its users. If brand mascots work then the term Brand Mascots is appropriate. If Brand Mascots do not work then I would like to call them Brand Mass Costs. It means that effective Brand Mascots increase awareness, sales and profits whereas ineffective Brand Mascots do not amass customers or wealth, yet incur MASS COSTS. Let us call this model Brand Mascots versus Brand Mass Costs. 1. Relevance Versus Irrelevance The first thing in this model is to check whether the category for which the mascot is being conceived is relevant or not. If it is a highly industrial category or a highly technical category, it may be prudent to look at other branding means rather than use BRAND MASCOTS. This is because the target audience is serious and there is high probability that they may consider mascots frivolous and casual, thereby destroying the rational product story, the technical competence as well as the product efficacy image. While on the other hand in categories like services, FMCG or other consumer products, a Brand Mascot may work out to be relevant and effective. Thus the first step is to check whether a Brand Mascot may be relevant to your brand category or not. 2. Attract versus Distract If the Brand Mascot is able to attract consumers towards the brand, not only in terms of awareness, but also in terms of trials, purchase, consumption and repeat purchases, then the Brand Mascot is working. However, if the Brand Mascot distracts from the brand and its products and service usage, then it would just be a Brand Mass Cost. In fact many years ago,

14

7-up lost its product usage because Fido Dido actually distracted consumers from the product. Consumers bought the concept of Fido-Dido - the Brand Mascot and did not buy 7-Up, the brand itself. There is a very thin line between attraction and distraction and must be worked on very carefully. 3. Focus versus Hocus-Pocus

Over a period of time there has been a focus on the Air-India Maharaja. Its consistent usage has definitely helped the Air-India business and created a special identity reflecting the culture and splendour of India and its history. The Brand Mascot clearly symbolises that the passenger would be treated like a King. This focus has helped. In some other cases constantly changing brand mascots under the garb of boredom leads to a shallow, inconsistent hocuspocus thus leading to ineffectiveness. 4. Brand Mainline Versus Brand Sidelined Everything a Brand Mascot stands for should keep the brand in the mainline and mainstream to bring out its core values and benefits. It should let either the brand or its benefits get sidelined. There was a feeling that Gattu, the Brand Mascot of Asian paints had outlived its utility and the brand was brought back in the mainline with Gattu being removed so that the mother brand does not get sidelined. If a choice has to be made between the brand and the brand mascot, it is better that the Brand Mascot be sidelined because ultimately the brand is the hero and celebrity, whereas the mascot is only a support. Thus we see that as per this model if the 4 parameters are appropriately evaluated, Brand Mascot will work, otherwise it may turn out to be just a Brand Mass Cost. After all a mascot is supposed to bring good luck to the user, isn t it?

15

4. OBJECTIVE OF THE STUDY

Given a liberalized open market context, one of the major challenges that marketers of our times face is that competing products or services perform, by and large, at parity levels. Almost any product improvement, however effective, can be matched soon enough by that of a competitor s me-too version.

However, even a couple of decades back, the scenario had been totally different. Brands used to be differentiated on the basis of their performance; product development and product improvement was a continual process and would naturally be the cornerstone of corporate activity. This intriguing challenge has, in turn, influenced marketers to experiment with many out-ofthe-box initiatives, and utilize familiar marketing tools creatively, in a bid to establish a brand identity, and to create a unique position for itself relative to its competitors in the long run. Use of brand assets like Catchy Taglines, Ad Jingles and cartoon Brand Mascots is such an effort which companies put in heavily to create a differentiated and a sustainable brand identity. The report tries to study the following points: Identifying the need for good branding elements to create a positive brand image. Study the role of various Brand assets namely Taglines, Jingles and Mascots.

16

5. METHODOLOGY
A questionnaire based study was undertaken to assess the understanding of the consumer on the taglines, jingles and mascots and how much they could recall a brand. Apart from questionnaires, face to face interviews and focus groups were conducted where the participants were shown and made to listen to a series of logo, taglines, jingles and mascots and had to identify the product. The level of difficulties was increased in each round starting from simple and easily recallable taglines, mascots and jingles to rounds such as where the logos, mascots, taglines and jingles of two different brands were merged. Apart from the identification rounds, respondents were asked about their views on such a brand building process and how it affected them. The exhaustive list of taglines, jingles and mascots shown along with other questions are given in the annexure. Sample size for the study was 241 which included a mix of people with majority of the respondents belonging to the age group of 15 -25 .

17

6. OBSERVATIONS AND ANALYSIS

To conduct the study as mentioned above a mix of online questionnaires, face to face interviews and focus groups were conducted.Some of the questions asked has been analysed here 6.1. Does an Organisation need to create a Brand Image? This was just a basic start off question to understand the the importance of branding to the respondents 97% responded favourably while 3% said Organisation can survive without a brand image 6.2. Which one of the following is a better tool to create Brand Identity ? The respondents were then asked about the importance of each of the brand assets viz Taglines, Jingles,Mascots in the creation of a sustainble brand identity. The response was taken on a Likert Scale Where 1 Being Least Imprtant and 5 Being Most Important.As we can See from the Figure Below , 41 % of the respondents rated taglines as the most important tool while Mascots were Seen to be less favorable among the respondents.

18

6.3.How much does the given Brand Assets (jingles, taglines and mascots) influence you to buy a product?

Jingles, taglines and mascots if it can create a positive brand image can result in purchase. SO the respondents were asked again on a Likert scale how much the given type of brand building exercise influence their purchasing decisions. 36% of the 241 respondents said it does influenc them to a large extent while only 3% said, it doesn t affect them at all. 6.4. Importance of various attributes on the effectiveness of a Jingles, Taglines, Mascots. The respondents were asked to rate the various attributes on a Likert Scale where 1 was least important and 5 was most important. The various attributes considered were Uniquness of the Brand Asset, Length in case of a jingle or a tagline, Color in case of a mascot, Emotional connect with the consumers and the actual message conveyed by it. As we can see from the graph below, uniqueness was considered to be the most important attribute followed by the message it conveys and the emotional connect, it has with the consumers

19

6.5. Do You think success of a tagline, jingle or a mascot depend on repetitive promotion? An important factor in Brand Recall is how many time you come across the brand.The more you watch the ad jingles, hear the taglines , see the brand mascot , the more it gets registered on your mind and hence hel you in recall. The Respondents were asked whether continuous promotion of the brand contributes to its success.

20

From the above figure its clear, that 85% of the people feel that continuous promotion is responsible for its success,as more you see , more you store and more you recall but 15% of the respondents were of the opiion that continuous prmotion doesn t mean , the brand will be a success. If the Brand assets has some negative attributes or the consumers percieve it negatively then the whole excersie can backfire.

In the online questionnare , respondents were asked to match a few brands with given taglines or mascots of that brand. These were relatively easy. Apart from this during the face to face interviews more difficult taglines, jingles and mascots were asked the exhaustive list of which is given in the annexures.Here some of the brand associations are mentioned Brand Allahabad Bank Dairy Milk Amaron Spykar Amul Cococola Tata Sky Phillips Loreal Accenture Taglines Har Kadam Aapke Saath Asli Swaad Zindagi Ka Last Long Very Long Bring It On The Taste of India Thanda Matlab Isko Laga Dala to Life Jhingalala Lets Make Things Better Because You Are Worth It High Performance Delivered

Brand Mcdonals Mortein Allout ICICI Prudential 7Up Ronald Louis Frog Chinatamani Fido Dido

Mascot

Based on the above list ,following is the percentage of people who got Taglines correct

Apart from these, the percentage of people getting maximum taglines correct in the extensive

21

Allahabad Dairy Bank Milk 93% 93%

Amaron Accenture Amul 79% 93% 96%

Tata Sky 94%

Philips Coco Cola 81% 97%

Loreal 94%

Spykar 88%

face to face round was an impressive 81% This shows that taglines which are small and catchy in nature can easily be recalled. Mcdonalds 81% 7UP 73% ICICI Prudential 88% Mortein 69% Allout 75%

Again an extensive face to face activity was done for mascots where different mascots were merged and shown. Their color was distorted and the recall power of the respondents were checked and as can be seen from the above table compared to taglines , recall of mascots was very low. In the extensive round the percentage of people who got the mascots correct was at a low of 61%

6.6 JINGLES
A totally separate study was undertaken for Jingle and an extensive test was done through face to face interviews and Focus Groups since it was not possible to include jingles in online questionnaire. The participants were asked to identify brands by listening to jingles.The test started with easy and popular jingles and then the level was increased by introducing tougher jingles and even mixing some jingles to test whether participants can recall the jingle and hence the brand or not. Role of Jingle in BRANDING Jingles played along with the TVCs make impact onthe consumer's unconscious mind and good jingle is imposed on his mind for long run, which creates an impression about any product in that consumer's mind. This is the stage where brand recognition is done. Further repetition of jingle and the actual performance of the product help that brand develop and further sustain in market. It is very important for any brand to create its positive image in consumer's mind. Jingle helps for that. Other than potential consumers neglect the advertisements still in their un conscious minds there is an impact of specific product. This impact is made with the help of jingles. Consumer might not purchase the product, but will certainly promote it if his conscious mind likes the jingle. And when time comes to purchase

22

the product he will opt for the same. So Jingle plays important role in converting general consumer into potential consumer, which helps branding. There are usually four ways in which music is used in advertising today. Brand signature tunes: They are very short, usually not more than five to six notes. These are difficult to hum (with the exception of Intel that forces you to join in). Any musician will tell you that this is probably the most difficult composition challenge. However, in recent times, there have been attempts at longer 15-30 second signature tunes with repetition for greater stickiness (Airtel, being a case in point). This makes them almost like a jingle without words. . Jingles/Songs: Jingles are what consumer brands have used for most part of last century and many of them still echo in our heads. The use of songs is getting more popular these days. The distinction between a jingle and a song is that a song does not have a 'praise the brand' section. The Hutch song or Close-Up's Paas aao naa, Cadbury's Khush hai zamana', Lux's recent Sohne se bhi sohna lage, are examples of songs. Background track: The background track's role is to simply accentuate the messaging and no one is supposed to remember the track. Sign-off track: A sign-off track is one where the play is on the brand name and sometimes the tagline. It is used in one part of the track - usually at the end. Gillette and Nescafe have used the sign-off track very effectively over the years. A series of test was undertaken by the participants and response was overwhelming as 97% of the respondents recognised most of the jingles.

23

6.7 RESPONSE AND SUGGESTIONS FROM RESPONDENTS Must be inspiring and reflecting the personality of the company and memorable. - Kishan Tambi Should be catchy and easy to recall. Simple and sweet- Jhumpa Lahiri The three should not be used together- Suman Roy Taglines and jingles should be short n catchy, and emotionally appealing. relevant uniqueness enhances the brand recall value.. so creativity and proper consumer behaviour analysis is a must for successful brand creation.- Ishita Datta I can remember of Airtel, they have changed their logo, taglines and jingles time and again but still they are going strong and popular among the masses Sarfaraz Khan

"Taglines - should be short, colloquial (given to easy understanding) and catchy. Jingles - tune should be great and easy to remember. The funnier the better . Mascots - look cute and cuddly, Chintamani looked like he never got enough to eat."Debashish Banerjee

24

7. SOME SUCCESS STORIES

7.1. AMUL AMUL BUTTER GIRL (The moppet who put Amul on India's breakfast table)

50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to it. All because a thumb-sized girl climbed on to the hoardings and put a spell on the masses.

For 30 odd years the Utterly Butterly girl has managed to keep her fan following intact. So much so that the ads are now ready to enter the Guinness Book of World Records for being the longest running campaign ever. For the first one year the ads made statements of some kind or the other but they had not yet acquired the topical tone. In 1969, when Bombay first saw the beginning of the Hare Rama Hare Krishna movement, Sylvester daCunha, Mohammad Khan and Usha Bhandarkar, then the creative team working on the Amul account came up with a clincher -- 'Hurry Amul, Hurry Hurry'. Bombay reacted to the ad with a fervor that was almost as devout as the Iskon fever. That was the first of the many topical ads that were in the offing. From then on Amul began playing the role of a social observer. Over the years the campaign acquired that all important Amul touch.

India looked forward to Amul's evocative humour. If the Naxalite movement was the happening thing in Calcutta, Amul would be up there on the hoardings saying, "Bread without Amul Butter, cholbe na cholbe na (won't do, won't do).

Where does Amul's magic actually lie? Many believe that the charm lies in the catchy lines. That we laugh because the humour is what anybody would enjoy. They don't pander to your nationality or certain sentiments. It is pure and simple, everyday fun. After the success of the mascots created by Amul, The advertisers also focused on jingle based advertisements. Amul, is supposed to be one of the largest milk based products company in India. The milk from small villages and in pure form is supplied and used by

25

Amul. They claimed these things through their jingle. Amul, The taste of India. Zarasi hassi, dular zarasa... zarasi aanban, pyaar zarasa... Amul, The taste of India Banade har paal ko... har paal masti ka... Amul, The taste of India Yahi to Amul Bhaiyya... Swaad India ka... Amul, The taste of India

7.2.VODAFONE Vodafone previously known as Hutch has this incredible story of using taglines, jingles and mascots to their advantage. Their Brand properties are valued high and creates a lot of interest among the masses.Its is one of those companies which have used the mix of the three elements wisely and has able to create an impact even after changing the mascots, taglines and jingles frequently.This service was earlier owned by Hutch. The Vodafone followed the same concept of using pug as their mascot understanding the popularity of the older Hutch ads. The ads presented the pug Dog who follows the sweet girl everywhere.And there slogan was 'Wherever you go, our network follows you' There were the series of such ads in which the innocence of the dog and that girl was shown. These ads were much popular in children. Although the product was not made for children, the innocence used was powerful to attract the customers. Two different jingles were used in these ads ,You &

26

I, In this beautiful world, green grass blue sky... and Every day I want to Fly, stay by my side, every day I want to dream, stay by my side. These jingles were playing softly and were creating the atmosphere for the visuals. Vodafone after successfully playing with the PUG chose
the the Indian Premier League 2 (IPL-2) as a platform to launch their advertisement with a new brand mascot called ZOOOZOOs which proved to be another great success .Cricket is considered to be a religion in India, and Zoozoos captured attention of nearly two billion people during the IPL. People eagerly waited for breaks between matches to see more stories about Zoozoo. Zoozoos are small pseudo-animated characters with big egg-shaped head, round belly but extremely thin arms and legs. It was a fresh and innovative concept and Vodafone wonderfully promoted their services by creating different stories featuring Zoozoos. The charm of the Zoozoo was itself a great self-marketing strategy and they were instant success among masses. Within few days, Zoozooz created a huge audience for them, giving a boost to the Vodafone brand. People were already in awe of those cute and lovable characters, but the curiosity heightened when Vodafone disclosed that Zoozooz were not animated, rather humans were playing those characters. People were even more hungry to know about their favorite Zoozooz and now Vodafone has gone a step ahead by introducing merchandise like tshirts, coffee mugs and so on with ZooZoos on them .

7.3. NIRMA : Washing Powder Nirma This is one of the most popular jingles in the historyof Indian advertising. This is supposed to be one of the long lasting products working successfully since many years. The product has similar features which are available in the other competitor products. But Nirma stands different from the others just because the advertisements they have created. The jingle has the maximum share of the success of the actual sales of the product. Nirma, Nirma, Washing Powder Nirma..

27

Doodh si safedi, nirma se aayi rangeen kapda bhi khill khill jaye... sabki pasand nirma...washing powder nirma..NIRMA !! The above mentioned jingle has its own magic in it. It could be due to the simplicity in the formation as well as the melodious touch it has. The jingle straightway narrates the features of Nirma in such a melodious way that it has created the impact in the consumer's mind but it had its negative impact as well when Nirmal decided to launch cosmetic products such as bathing soaps. This same brand identity of a washing powder based on the above jingle created hindrances for it as the consumers could not identify anything else but washing powder with NIRMA brand. Hence the Company had to rename its bathing soaps as NIMA soaps .

Washing Powder Nirma 7.4. THANDA MATLAB COCA COLA Coca Cola, one of the premier soft drinks brand worldwide came up with its Thanda Matlab Coca Cola campaign in 2002 on the back of its pesticide controversy. The idea was to reinforce the brand image and to project it as the only cold drink.
Aamir Khan as a Punjabi Farmer

A small but impactful tagline was used which created a word association that THANDA

28

(Cold Drinks) means Coca Cola only. Aamir Khan was used for the TVC where in one of the ads he plays a Punjabi farmer in a sugarcane field and few girls tired and thirsty come to his filed asking for some thanda paani or Cold water as they expect only that in a village field but Aamir surprises them with Coca Cola saying Thanda matlab Coca Cola. In another TVC of the same series Aamir plays a Nepali tour guide and on seeing his clients drinking Coca Cola asks for a THANDA but his clients give him a normal fruit juice. This infuriates Aamir and he shows them a cottage referring to it as Taj Mahal and refers an yak as tiger. When the client gets irritated he tells them showing that fruit juice pack if this can be Thanda, then that can be Taj MAhal. The ad again beautifully on the back of a short but catchy tagline highlights the brand in a positive way.
Aamir Khan as a Nepali Guide

29

8. CONCLUSION
I found out in my study that the topic jingles, taglines and mascots in advertising and brand building process was not only fascinating to me but many other curious ad lover. The jingles and taglines are thus major factor in advertisements. It was observed that each type of jingle does works individually and differently on different classes of consumers. Kids are loving most of funny and melodious jingles, with an ignorance towards its actual contents, i.e. lyrics. The most important factor in their terms are how the product is shown and how the music is. Other contents of ads also do bother to them like, who s endorsing the product. Sometimes ads not meant for them are also loved just because their favorite hero is endorsing the brand. Teenagers love the fast track jingles with more of modernism in it. i.e. loud, fast music, the flashy colours and most importantly the brands. Adults do like more of serious type of ads which are based on some serious notes. Idea cellular ads are liked by most of them as it has a social message also. Jingles do play important role because they are the one who can relate most of the products with their jingles and vice versa. With the above mentioned points and the detail study of this subject, I can here conclude that yes, Jingles and taglines do play important role in branding process, i.e. right from brand recognition to making it successful after its stagnancy stage. Jingles and taglines do endorse the brand with cheaper way as it many times works in indirect advertising which is costless. Apart from the sales and the profit side, jingles and taglines are loved as an art form also. The melodious jingles are remembered by consumers for longer period while the catchy taglines also help a brand to create a strong identity for itself especially when the consumer connects itself with the taglines, Jingles also helps in social awareness as it has impact on consumer s mind, and due to its nature of being remembered for long time, helps to convey the message and sustain it for longer period. On one hand where consumers were more in support and were more comfortable in recalling

30

taglines and jingle, on the other hand they struggled to recall mascots and most of them were of the opinion that it hardly affects them and influences their purchasing behaviour and it mostly entertains kids. The most popular mascot among the participants was Amul especially because of its topical which always has something to say about the latest happenings in the society. Participants felt that mascots will be popular and of really good use if they have can impart something or provide information like the Louis of Mortein who in a humorous ways explains the danger of mosquitoes and dengues and how to mortein acts against them. Ronald McDonald, mascot of McDonalds although very popular is hardly of any relevance for the consumers.

31

9. RECOMMENDATIONS

After undertaking the entire study, I conclude that Taglines Jingles and Mascots play a huge role in the brand building process of an organisation and getting the right mix of it can lead to a healthy and a sustainable brand creation. On basis of my findings , i give the following recommendations. The Law of Advertising: 85% of the respondents felt the success of a tagline, jingle and mascot depends on how many times it is advertised and promoted. Once born, a brand needs to actively advertise in order to stay healthy and maintain market share. If done right, advertising is more of an investment than an expense. The Law of Siblings: There is always a time and a place to launch a second brand, but when this is done it should be ensured that both brands have separate and distinct identities. Each brand should be kept unique and special. Majority of respondents voted the uniqueness attribute of a brand element as the most important. When Titan decided to diversify into the jewellery segment, they did not call their new brand 'Titan Jewellery', in spite of the high standing of the Titan name in the minds of the Indian consumers. To do so would be to undermine the power of the Titan brand, which is that of being watch experts? Hence, the jewellery was called Tanishq. We have already stated what happened with Nirma when it launched its bathing soap under the same name.

The Law of the Word: Any brand worth it's salt should strive to "own" a word or words in the mind of the consumer. Examples of such brands are Volvo, who own the word "safety",

32

Mercedes, who own the word "prestige". Titan, at least when viewed in the context of the Indian watch market, seems to own the word "quality". We have seen how Coca Cola used the word Thanda to its advantage.

The Law of Empathy: The Brand elements should be such that it should understand what the customer wants. A Blend of the three works wonders but if you have a powerful of either of the three- e.g. the Vodafone story we discussed it can be very effective. If brands can really tap the segment they are targeting, things automatically fall in place. Important thing to remember is that the best way to create a brand is through spread of word of mouth. and understand the Customer psyche and the job will be done. The Just Do It tag of NIKE catering to sportsperson inspires them to take up challenges.

INFORMATIVE: The Study revealed that most of the mascots were seen as a humour quotient to the brand but at the same time BULADI A Government of West Bengal initiative on Aids Awareness through a mascot has been very much effective .Similarly The Bajaj Allianz mascot which guides you on tax planning has been liked as well. So a general opinion of the participants was that the mascot should be informative and not just be humorous cartoons meant for Buladi children. This may totally distort the main objective of the brand.

33

10. LIMITATIONS
One of the biggest limitations in my research was time. Due to constraint of time I could not conduct a detailed research using advanced statistical tools and brain mapping techniques to test the recall power of the respondents. The number of respondents which is only 241 is not a great sample size for a research project of this magnitude. Out of the sample size of 241 a considerable number of respondents took part only in the online questionnaire which was of a very limited nature as it contained very less of taglines and mascots and jingles were completely missing from it. The behaviour of children were not completely taken into account although majority of the jingles and mascots are meant for and liked by children.

34

11. BIBLIOGRAPHY
Marketing Management: By Philip Kotler and Kevin Lane Killer

Brand Building: By Philip Kotler

Branding Management: By Philip Kotler http://www.amul.com/m/amul-topical-story

h t t p : / / w w w . yo u t u b e . c o m

http://www.etstrategicmarketing.com/Smmarch-april04/art6-2.html

http://www.scribd.com

35

12. ANNEXURE
STUDY ON THE ROLE OF BRAND ASSETS (JINGLES, TAGLINE, MASCOTS) IN BRAND RECALL
JINGLES: A jingle is a short tune used in advertising and for other commercial uses. The jingle contains one or more hooks and lyrics that explicitly promote the product being advertised, usually through the use of one or more advertising slogans. Jingles are a form of sound branding. TAGLINES: A tagline is a variant of a branding slogan typically used in marketing materials and advertising. The idea behind the concept is to create a memorable phrase that will sum up the tone and premise of a brand or product. MASCOTS: A person, animal, or object used as fictional, representative spokesperson for a brand or an organization or some consumer products. * Required Does an organisation need to create a Brand Image?? * Yes No Which one of the following is a better tool to create Brand Identity ? * Rate it on a scale of 1 to 5, where 1 being the lowest and 5 being the highest 1 Taglines Jingles Mascots 2 3 4 5

36

How much does the above Brand Assets (jingles, taglines and mascots) influence you to buy a product? * 1 Not at All 2 3 4 5 Completely

Match the taglines with the Product.-1 * Har Kadam Isko Laga Let's Make Aapke Dala to Life things Saath Jhingalala Better

Asli Swaad Last Long Zindagi Ka Very Long

Allahabad Bank Philips Dairy Milk Amaron Tata Sky

Match the taglines with the Product. 2 * High The Taste Bring it on Performance of India Delivered Coco Cola Loreal Spykar Accenture Amul Because you are Worth it Thanda Matlab

Match the Mascots with the Product. * Chinta Mani McDonald 7Up Louis Frog Fido Dido Ronald

37

Chinta Mani ICICI Prudential Mortein Allout

Louis

Frog

Fido Dido

Ronald

Rate the attributes required In an effective Tagline, Jingle and Mascot * 1 being least important and 5 Being most important 1 Uniqueness Length (jingles and tagline) Color (Mascots) Emotional Connect Message conveyed 2 3 4 5

Do You think success of a tagline, jingle or a mascot depend on repetitive promotion? * Yes No Any suggestion on effectiveness of taglines, Jingles and Mascots in Brand creation and recall

Name:_______________________________________________________ Email Id:_____________________________________________________

Age Group * 15 -25 26-45 46-60 60 above

38

Exhaustive List of Taglines

BRANDS Dhaara Sundrop Nerolac Paints Royal Stag ICICI Bank Union Bank LIC Pizza Hut BPL Eveready Bank of Baroda Britannia Videocon Subway McDonalds LG Louis Phillipe Sony Blue Star John Players Haier Hutch Ceat Amazon Jet Airways TATA Motors TAGLINES Anokhi Shudhta Anokha Asar Healthy Oil for Healthy People Kuch Change Kare Chalo Paint Kare Lets Make it Large Khayal Aapka Good People to Bank with Zindagi k Saath Bhi Zindagi k Baad Bhi Khushion ki Home Delivery Believe in the Best Give me Red India s International Bank Swasth khao Tan Man Jagaao Bada Hai to Behtar Hai Eat Fresh Im Lovin It Life s Good The Upper Crest Make Believe Breathe Easy Play It Cool Inspired Living Wherever You Go Our Network Follows Born Tough Earth s Biggest Book Store Joy of Flying Even More Car Per Car

BRAND MASCOTS

Chester Cheetah- Chittos

Penguin- kelvinator

Gattu-Asian Paints

39

Goody- Nerolac Paints

Fido Dido -7UP

Chintamani - ICICI

Louis- Mortein

Energizer- Duracell

Super Agent- Bajaj Allianz

40

Tux- Linux

Maharaja Air India

Ronald-Mcdonalds

DoughBoy Pillsbury

Poko Jang-Mamy Poko Pants

ZooZoo- Vodafone

Moppet-Amul

Bula Di- Aids Awareness

Frog- Allout

41

EXHAUSTIVE LIST OF JINGLES

Dhaara Dhaara Shudh Dhaara

Khuch Khaas Hai- Dairy Milk

Paas Aao Close Up

Jab Ghar Ki Raunak Badhani Ho- Nerolac

LifeBouy Hai Jahan Tandrusti Wahan

Liril- Musical Tune

42

Kingfisher- Oh La la le le lo Tune

Jaago Re- Tata Tea

Haseen Lamhon ko Chura Lo- Limca

The Titan Tune

Apart from the above a lot of other jingles of brands like Airtel, Vodafone, Docomo, Britannia, Aerial, Surf Excel, Bajaj , Hero Honda, etc were played .Some of them were even remixed .

43