In an old paper, Kohli, Leuthesser and Suri (Busiess Horizon) suggest that brand identity is represented through troika of three elements: brand name, symbol and slogan. Name and slogan are verbal and symbol is visual. These take verbal and visual route to information processing. Slogans communicate brand’s ideology in verbal shorthand-its vision, promise and philosophical core. Symbols facilitate recognition slogans through recall can effectively communicate brand’s meaning and how it is different.
Brands need to communicate what they stand for and how are they different. The base to brand building is brand awareness on which brand image or knowledge is build. Most people are able to recall both BJP and Congress names and can also recognize their respective symbols. It is the slogan that assumes importance in every election. Ideally it should communicate brand’s core proposition which should resonate with inner voices of voters and establish its difference. Catchy and memorable slogans may create recall but the question arises do they do beyond? Do they get elaborated into personally relevant meaning? Consider the following slogans of BMW:
- The ultimate driving machine
- The joy of driving
The driving machine is about the product but the ‘joy’ is personally desirable outcome.
Now consider the slogans of two parties in 2019 elections:
- Abki bar phir Modi sarkar (BJP)
- Ab Hoga NYAY’ (Congress)
The first slogan is based on assumptions that people know what Modi sarkar means but does not go on to connect with voters’ craving. It hangs in air and assumes people would be able to elaborate it into its extended meaning and find something worthwhile to develop favorable disposition. The Congress’s slogan (only slogan) is better for it focuses on a timeline and the word ‘Nyay’ offers hope at the literal level (translated into justice of different kinds including social, religious and economic) and for those who are informed the word expands into Nyay scheme.
What is the better way for BJP to connect with potential voters? Make the slogan rhyme with its core agenda or achievements. Consider something like:
- Akankwaad per atoot prahar . Abki bar phir Modi sarkar
- Paanch saal bina kisi bhrastachar, Abki bar phir Modi sarkar
Some slogans can have promises embedded in them. Don’t you think it is better way to connect with the voters?