2025, Vol. 6, Special Issue 3

In advertising there are various tools of branding. Brands are always finding new ways to attract the audience by phrasing a catchy tagline. Taglines have been used since so many years in the field of advertising. Therefore, the use of taglines play an important role in branding by crisply conveying a brand's essence and values. The utility of taglines can be seen in numerous ways. Brands are, however, always try to look out for novel ideas to communicate their thought process to the targeted set of audience.

At national and international levels, brands such as Apple Inc, Microsoft, Google, Toyota, Mercedes, Parle, Tata and many others have crafted their own taglines. They have been using it for their communication with the audience. For Indian market there are many brands which have been using taglines for their brand building. It is also seen a constructive attempt from the end of brands to sell their products. Especially in the era of competition there are many brands who have been using taglines as a part of marketing strategy which will differentiate them from the rest of the brands. It has been often said that Competition is like an evil who will ensure that the brands remain always on their toes. There is also a notion that competition helps in the formation of new product development.

In different market segments such as FMCG, Electronics or consumer durables, automobiles, service sector and others use of taglines have always been on the core. What competition does is it forces the brands to use different marketing strategies to enhance the effectiveness of their products and their product line.

Consumer durable brands such as Onida, which was the market leader in the 80’s and 90’s saw a downslide in their sales, and they gradually faced many difficulties in their sales. But one thing to observe that apart from market pundits, even common people also still remember the famous tagline of Onida, i.e. Owner’s Pride Neighbor’s Envy. This tagline is still itched in many people’s minds. In fact, the sales of Onida Television sets can also be credited towards its tagline.

That tagline was such an iconic one that when Onida decided to come back after its downslide in the TV market, they again chose to opt for the same old tagline which they had used many years ago. The power of taglines has always been seen by many brands and therefore brands will not attempt to make use of different taglines because these taglines have formed their identity which has been built after years of brand building strategies.