Contents

Topic Page no.

1.Slogans……………………………………………... 02-05
2.Jingles…………………..........................................05-10
3.Top 10 brands in the world 2019………..10
4.Designing a marketing channel ………….11-12
5. Causes of channel conflict …………………12-14
6.Steps in the Strategies
brand management…………………...……… 14-15
7.The role of brands …………………………….16-17
8.Buzz marketing……………………………….... 17-18
9.Viral marketing ………………………………... 19-20

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Ques. 1: 100 Slogans of Companies
Famous Advertising Slogan Product /Company
1. Let’s Make Things Better Philips
2. The World’s Online Market Place eBay
3. Let your fingers do the walking Yellow Pages
4. The ultimate driving machine BMW
5. Live in your world, play in ours Sony Playstation
6. Sharp Minds, Sharp Products Sharp
7. How do you spell relief? Rolaids
8. Intel Inside Intel
9. Life’s Good LG
10. Do you… Yahoo!? Yahoo!
11. Everything is easier on a Mac Apple Computer
12. Once you pop, you can’t stop Pringles
13. Wherever you go, our network follows Hutch Cellular India
14. Consider IT Done Syntel
15. Be all that you can be. United States Army
16. Where do you want to go today? Microsoft
17. It’s everywhere you want to be VISA
18. Because you’re worth it L’Oreal
19. Where’s the beef? Wendy’s
20. We make money the old-fashioned way….We Smith Barney
earn it
21. Connecting people Nokia
22. Makes quitting suck less Nicorette
23. See what the future has in store Future Shop
24. Hello Moto Motorola
25. We Try Harder Avis Rental Cars
26. Wikipedia, the Free Encyclopedia Wikipedia
27. Neighbor’s envy, owner’s pride Onida TV in India
28. The Real Thing Coca-Cola
29. Easy as Dell Dell Computer

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30. High Performance, Delivered Accenture
31. Please don’t squeeze the Charmin Charmin
32. Finger lickin’ good Kentucky Fried
Chicken
33. Go further with Shell Shell Oil
34. He Keeps Going and Going and … Energizer Batteries
35. Maybe she’s born with it.Maybe it’s Maybelline Maybelline
36. Push Button Publishing Blogger.com
37. Think Small. Volkswagen
38. Make Believe. Sony
39. Keeps going and going and going. Energizer
40. Impossible is Nothing. Adidas
41. There is no substitute. Porsche
42. Your vision. Our future. Olympus
43. Save Money. Live Better. Walmart
44. The miracles of science. DuPont
45. When there is no tomorrow. FedEx
46. Pleasing people the world over. Holiday Inn
47. Stronger than dirt. Ajax
48. It’s Style. Solex
49. The greatest tragedy is indifference. Red Cross
50. Between love and madness lies obsession. Calvin Klein
51. Power, beauty and soul. Aston Martin
52. See what we mean. Canon
53. At the heart of the image. Nikon
54. Success. It’s a Mind Game. Tag Heuer
55. The happiest place on earth. Disneyland
56. I’m loving it. McDonalds
57. Make the most of now. Vodafone
58. When you care enough to send the very best. Hallmark
59. Challenge everything. EA
60. Solutions for a smart planet. IBM
61. The customer is always and completely right! Marks & Spencer

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62. American by Birth. Rebel by Choice. Harley Davidson
63. I am what I am. Reebok
64. Share moments. Share life. Kodak
65. Melts in your mouth, not in your hands. M&Ms
66. No battery is stronger longer Duracell Batteries
67. Nothin’ say lovin’ like something from the oven Pillsbury
68. For the men incharge of change. Fortune
69. Quality never goes out of style. Levis
70. Get N or get out Nintendo 64
71. A diamond is forever. DeBeers
72. Every bubble’s passed its fizzical. Corona
73. Get the door, it’s Domino’s! Domino’s Pizza
74. Life is short. Stay awake for it! Caribou Coffee
75. The snack that smiles back. Goldfish
76. So easy a caveman can do it. GEICO
77. The Best Place for Cartoons. Cartoon Network
78. Taking Care of Business. Office Depot
79. The Coke Side of Life. Coca-Cola
80. The mint with the hole. Polo
81. The way a sandwich should be. Subway
82. You got 30 minutes. Domino’s Pizza
83. You’re in good hands with Allstate. Allstate
84. Think outside the bun. Taco Bell
85. Proud as a Peacock. NBC
86. Oh, what a feeling! Toyota
87. Obey your thirst. Sprite
88. Makin’ it great! Pizza Hut
89. Always Coca-Cola. Coca-Cola
90. An apple a day keeps the doctor away. Apples
91. Every kiss begins with Kay Kay Jewelers
92. Do the Dew. Mountain Dew
93. I’d walk a mile for a Camel. Camel cigarettes
94. Imagination at Work. General Electric

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 95. Just Do It. Nike
96. Playing what we want. Jack FM
97. You can’t stop the copper top. Duracell
98. The Ultimate Driving Machine BMW
99. Open happiness Coca Cola
100. Connecting people Nokia

Ques.2: 100 Jingles of Companies

1. Trix are for kids! Trix Cereal
2. Where's the beef? Wendy's
3. They're g-r-r-r-r-eat! Frosted Flakes
4. Snap! Crackle! Pop! Rice Krispies
5. Melts in your mouth, not in your hands. M&Ms
6. Finger lickin' good. KFC
7. My bologna has a first name... Oscar Meyer
8. It keeps going... and going... and going... Energizer
9. The quicker picker upper. Bounty
10. Pardon me, do you have
any Grey Poupon? Grey Poupon
11. Mmm, mmm, good. Campbell's Soup
12. Only YOU can prevent forest fires. PSA
13. It takes a licking and keeps on ticking. Timex
14. Just do it. Nike
15. Got milk? California Milk
16. Good to the last drop. Maxwell House
17. This is your brain on drugs. PSA

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18. Skittles: taste the rainbow. Skittles
19. Sorry, Charlie... Star-Kist Tuna
20. There are some things money can’t buy.
For everything else, there’s MasterCard. MasterCard
21. Mikey likes it! Life Cereal
22. Give Me A Break Kit Kat
23. Have it your way. Burger King
24. Be all that you can be. U.S Army
25. I can’t believe I ate the whole thing. Alka Seltzer
26. Please don’t squeeze the Charmin. Charmin
27. Breakfast of champions. Wheaties
28. Yo quiero Taco Bell! Taco Bell
29. Time to make the donuts. Dunkin Donuts
30. Every kiss begins with Kay. Kay Jewelers
31. HEY KOOL-AID! Kool-Aid
32. You’re in good hands with Allstate. Allstate
33. Pizza Pizza Little Caesars
34. Let your fingers do the walking. Yellow Pages
35. The Best Part of Waking Up Folgers
36. Rice a Roni, the San Fransico treat! Rice a Roni
37. Beef. It’s what’s for dinner. Beef Council
38. Great taste, less filling. Miller Lite
39. We're looking for a few good men. United States Marine Corps

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40. Ba da ba ba ba, I'm lovin' it! McDonald's
41. The thrill of victory and the agony ABC Wide World
of defeat. of Sports
42. With a name like Smucker’s,
it has to be good. Smucker's
43. Have a Coke and smile. Coca Cola
44. Don't leave home without it. American Express
45. Keep America beautiful. PSA
46. 5... 5... 5 dollar foot long! Subway
47. Butter... Butter... Parkay! Parkay Margarine
48. 15 Minutes Can Save You 15% Or More Geico
49. When it absolutely, positively
has to be there overnight. FedEx
50. Rolaids spells relief. Rolaids
51. A diamond is forever. De Biers
52. The happiest place on earth. Disneyland
53. Do you know where your children are? PSA
54. Calgon! Take me away! Calgon
55. Reach out and touch someone. AT&T
56. It's not nice to fool Mother Nature! Chifon Margarine
57. I Don't Wanna Grow Up,
I'm A Toys R Us Kid Toys R Us

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58. We bring good things to life. GE
59. `Don't mess with Texas. Texas Department
of Transportation
60. Raise your hand if you're sure. Sure
61. Look, Ma, no cavities! Crest
62. Ancient Chinese secret, huh? Calgon
63. Make It What You Want Subway
64. Come Hungry, Leave Happy International House Of
Pancake (IHOP)
65. When E.F. Hutton talks, people listen. E.F. Hutton
66. Is it live, or is it Memorex? Memorex
67. MunchABunchAMunchABunch Fritos
68. Avoid the Noid! Domino's
69. There is no substitute. Porsche
70. Stronger than dirt. Ajax
71. Colt 45: It Works Every Time Colt 45
72. Winston tastes good
like a cigarette should. Winston
73. Trunk Monkey Suburban Auto Group
74. My bologna has a first name,it’s O-S-C-A-R. Oscar Mayer
75. Plop plop, fizz fizz, oh what a relief it is. Alka-Seltzer
76 Like a good neighbor, State Farm is there. State Farm Insurance
77. Double your pleasure, double your fun. Wrigley’s Doublemint
78. Be all that you can be. U.S. Army
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79. For all you do, this Bud’s for you. Budweiser
80. A little dab’ll do ya. Brylcreem
81. It’s the real thing Coca-Cola
82. Ace is the place with the helpful
hardware man. Ace Hardware
83. You deserve a break today. McDonald’s
84. Sometimes you feel like a Peter Paul
nut, sometimes you don’t. Mounds/Almond Joy
85. I’d like to teach the world to sing… Coca-Cola
86. I wish I were an Oscar Mayer Wiener. Oscar Mayer
87. Two all beef patties, special sauce, lettuce,
cheese, pickles, onions, on a sesame seed bun. McDonald’s
88. Things go better with Coke. Coca-Cola
89. In the valley of the jolly–ho-ho-
ho!–Green Giant. Green Giant
90. There’s always room for J-E-L-L-O. Jell-O
91. I’m a pepper,he’s a pepper, she’s a pepper Dr. Pepper
92. Just for the taste of it, Diet Coke. Diet Coke
93. See the USA in your Chevrolet. Chevrolet
94. Nobody doesn’t like Sara Lee. Sara Lee
95. Nothing says lovin’ like somethin’
from the oven. Pillsbury
96. What would you do for a Klondike Bar? Klondike Bar
97. Winston tastes good like a

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cigarette should. Winston
98. If you’ve got the time, we’ve got the beer. Miller Beer
99. You’ll wonder where the yellow went
when you brush your teeth with Pepsodent. Pepsodent.
100. Here’s to good friends. Lowenbrau Beer

Ques.3: 2019 Top 10 brands in the world

# Brand name Value/Worth

1 Apple inc. $182,8 bln.
2 Google $132,1 bln.
3 Microsoft $104,9 bln.
4 Facebook $94,8 bln.
5 Amazon $70,9 bln.
6 Coca-Cola $57,3 bln.
7 Samsung $47,6 bln.
8 Disney $47,5 bln.
9 Toyota $44,7 bln.
10 McDonald’s $41,6 bln.

Ques.4: Designing a Marketing Channel

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 Marketing channels are set of mutually dependent organizations
involved in the process of making product or service available for
utilization. It is established in academic studies that Marketing channels are
the means by which goods and services are made available for use by the
customers.
Market channels by which goods and services are distributed

Designing a Marketing Channel System

Designing a marketing channel system entails factors such as analysing

customer needs, establishing channel objectives, identifying major channel
alternatives, and evaluating major channel alternatives.
Analysing Customers’ Desired Service Output Levels: The marketer must
recognize the service output levels which its target customers want.
Channels produce five service outputs:

1. Lot size: The number of units the channel allows a particular customer
to buy at one time.

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 2. Waiting and delivery time: The average time consumers of that
channel wait for receipt of the goods. Customers generally prefer fast
delivery channels.
3. Spatial convenience: The extent to which the marketing channel
facilitate for customers to obtain the product.
4. Product variety: The variety provided by the channel. Usually,
consumers prefer a greater collection, which enhances the chance of
finding what they need.
5. Service backup: The add-on services such as credit, delivery,
installation, repairs provided by the channel.

QUES.5: CAUSES OF CHANNEL CONFLICT

There are many unique challenges which can face an indirect sales
ecosystem, but perhaps none can be as pernicious -or harmful to long run
optimization- than channel conflict. Channel conflict is any situation where
there is a conflict of interest between a vendor and their sales channels
which, in effect, causes components of the sales ecosystem to fight against
each other rather than working together.
Channel conflict is inherently wasteful, plus it has a tendency to
snowball when left uncorrected. Sales ecosystems have withered and died
due to unchecked channel conflict. Below we list the most common causes of
channel conflict in indirect sales ecosystems.
1. Mixing direct and indirect sales.
Simply put, any vendor which is attempting to sell direct to the
public and to sell via partners is creating a situation where channel conflict
is inevitable. Many partners will outright refuse to work with vendors who
sell direct, for this exact reason. Examples of companies successfully mixing
direct and indirect sales are very few and far between. Generally, a company
must choose one or the other.

2. Giving partners too much pricing control.

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 It might be tempting to give partners leeway in pricing, but too much
leeway will create problems – particularly if there are multiple partners
serving the same market. The partners may be increasingly tempted to
undercut each other, or potentially even start selling at a loss if they believe
they can make up the difference through value-added upsales. This can
easily turn into a situation where destructive conflict decreases the value
partners see from carrying your products\services.
It’s important to always keep tabs on your partners’ pricing, and have firm
rules in place covering when and how discounts can be applied.
3. Too many partners serving too few customers.
This tends to happen when a vendor has poor geographic or
demographic targeting when signing up sales partners. If the customer base
is too small to support the number of partners, two things may happen:
either they lose interest in pushing your products, or they start competing
directly with each other. The latter can quickly create a lot of bad blood, and
conflict that spills over into creating genuine channel management
problems. A channel manager will start getting an earful, if the partners
think they’re being forced into competing with each other!
4. Strategic or marketing mis-alignment.
This form of conflict comes from situations where the vendor and one
or more partners have different visions for the product, or the proper
market for it. If Parter A is pitching your product as an all-purpose
mainstream solution, while Partner B is trying to pitch it as an exclusive up-
market product, this is going to cause a lot of tension and conflict. It could
also confuse buyers, or even damage your brand perception. That said, this
is one of the less-destructive forms of channel conflict, and could be
managed with clever marketing – or even turned to your advantage. We’ll
dig into this topic a bit more in the next blog, where we talk about fixing
existing channel conflict issues.

5. Resistance to change.

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 It’s easy for partners to get set in their ways, and be resistant to new
initiatives, new product rollouts, or other changes you’re implementing. In
worst cases, this can lead to situations where some of your partners
enthusiastically embrace the changes, while others insist on sticking to the
old ways – confusing buyers and harming your brand. One good example of
this would be fast food franchises where individual stores cling to old
signs\logos for years (or decades) after corporate introduces a new look. It
might even become difficult for customers to tell legitimate outlets from
knockoffs!

Quest.6: Steps in the strategic brand management?

Strategic brand management involves the design and implementation
of marketing programs and activities to build, measure, and manage brand
equity. In this text, we define the strategic brand management process as
having four main steps.
They are:
1. Identifying and Developing Brand Plans:
The strategic brand management process starts with a clear
understanding of what the brand is to represent and how it should be
positioned with respect to competitors.
 The brand positioning model describes how to guide integrated
marketing to maximize competitive advantages.
 The brand resonance model describes how to create intense, activity
loyalty relationships with customers.
 The brand value chain is a means to trace the value creation process
for brands, to better understand the financial impact of brand
marketing expenditures and investments.

2. Designing and Implementing Brand Marketing Programs:

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In general, this knowledge building process will depend on three factors:
 The initial choices of the brand elements making up the brand and how
they are mixed and matched.
 The marketing activities and supporting marketing programs and the
way the brand is integrated into them.
 Other associations indirectly transferred to or leveraged by the brand as
a result of linking it to some other entity (such as the company, country of
origin, channel of distribution, or another brand).

3. Measuring and Interpreting Brand Performance:

To manage their brands profitably, managers must successfully design
and implement a brand equity measurement system. A brand equity
measurement system is a set of research procedures designed to provide
timely, accurate, and actionable information for marketers so that they can
make the best possible tactical decisions in the short run and the best
strategic decisions in the long run. Implementing such a system involves
three key steps— conducting brand audits, designing brand tracking
studies, and establishing a brand equity management system.
4. Growing and Sustaining Brand Equity:
Maintaining and expanding on brand equity can be quite challenging.
Brand equity management activities take a broader and more diverse
perspective of the brand’s equity—understanding how branding strategies
should reflect corporate concerns and be adjusted, if at all, over time or over
geographical boundaries or multiple market segments.

Ques.7: The role of brands

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 A brand is a product or service which help the organisation
differentiate their products or services from others. The role of brand come
in critical for the organisation as it translates into loyalty and higher
margins in the long run.

The differentiation of a brand can be:

1. Related to Product Performance:

1. Functional
2. Rational
3. Tangible

(Ex: Gillette, Sony)

2. Related to Brand Identity:

1. Symbolic
2. Emotional
3. Intangible

(Ex: Coca-Cola, Calvin Klein)

Benefits of Brand for the consumer:

i. It helps to identify the source of manufacturer of the product and

simultaneously assigns a responsibility towards an organization for
the branded product.
ii. Experience of customers with products of same brand help them to
quickly decide whether they will want to go with their purchase
decision or not making their decision easier.
iii. Brands bring with them a certain level of quality assurance.

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 Benefits of Brand for the firm:

i. For a firm, the brand provides legal protection towards unique

features or aspects of the product.
ii. Brand loyalty helps organization to retain their existing customers
when diversifying from one line of products to other. It provides
security of demand and creates barrier for other manufactures to
easily tap existing customers.
iii. Firms can charge a premium for owning a brand boosting profit on
every sale.
iv. Product can be copied, but brand cannot. Once a brand is established,
it’s the invaluable asset for an organization.
v. A well established brand adds towards the overall value of the firm
while calculating its net worth.

Ques.8: Buzz Marketing

Buzz marketing refers to marketing strategies used to capture the
attention of the customers and other influencers to amplify the marketing
message to an extent where talking about the brand, product, or service
becomes entertaining, fascinating, and newsworthy.
Buzz marketing is a subset of viral marketing and word of mouth
marketing. But to understand it to the fullest, it is very important to
understand the meaning of the word buzz. A buzz is a trigger which results
in the word of mouth marketing. It can be an idea, a phrase, a tagline, the
logo, a mascot, an advertisement, or any other trigger which makes people
talk about the brand or its product.

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 How Buzz Marketing Works
A buzz can be created by a wink by a female actor, an outspoken
leader,  a great tagline, or an ambush marketing strategy .Buzz marketing is
different from the traditional marketing communication. It involves creating
a trigger which spread out to the masses as it leads to:

Word Of Mouth Marketing

Word of mouth marketing starts with buzz marketing. It involves
planning a buzz so well that motivated, satisfied, or impressed people
belonging to your target market start spreading your message voluntarily.

Fear Of Missing Out

No one wants to feel ‘left out’ in this digital era triggered by the social
media. Not having a vital information or having a feeling that one is not a
part of the ‘in’ group releases enough psychological stress that acts as
a threat to them. This makes the buzz easier to convert into word of mouth
marketing as it has more conversational value. Plus, the social media acts as
a catalyst.

Baader-Meinhof Phenomenon
Baadeer-Meinhof Phenomenon is a situation where one stumbles upon
an unfamiliar word, name, or buzz, and soon afterwards encounters the
same subject again, often repeatedly.
It’s the phenomenon which makes you say “I recently heard about it
and now it’s everywhere”. Buzz marketing sends you the same message
through different channels which makes you experience this phenomenon
quite often and the message sticks to your mind.

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Ques.9: Viral Marketing
Viral Marketing is that which is able to generate interest and the
potential sale of a brand or product through messages that spread like a
virus, in other words, quickly, and from person to person.

Due to their speed and ease to share, social networks are the natural

habitat of this kind of marketing. The most widespread example in recent
times is the creation of moving, surprising or spectacular videos on
YouTube, which are then shared on Facebook, Twitter and other channels.

The reason to make use or virality, the ease in spreading and sharing,
is however a double-edged sword. We cannot forget that in this type of
campaign, a large part of the control falls into the hands of the users, and we
risk the message being misinterpreted or parodied.

How a viral campaign works

A viral marketing campaign is very simple to carry out: create a video

or another type of content which is attractive to the target, put it on the
internet and plan the first actions to get it moving. Form there on, all you
can do is wait for the fuse to light and for users to start sharing like crazy.

In some cases, virality happens by accident, from a video uploaded by a

private user that all of a sudden becomes popular and begins to circulate all
around the Internet. If you apply concealed marketing techniques, it is
important to be very careful so the user does not feel tricked, cheated or
deceived, as the viral campaign could then turn against you. No matter what
strategy we choose, we should never ever become spammers, nor go
overboard while sharing the content. Instead of repeating message over and
over again, the best strategy is to find the perfect place and time and let the
“viral fuse” light itself.

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 Advantages of viral marketing

 Low cost. What characterizes viral campaigns is that the users do a

significant part of the work for us, which drastically cuts down the
costs of dispersion: it becomes unnecessary to buy advertising or space
on the media. 
 Potential of great reach. A viral video on the Internet has the ability to
reach a huge international audience without us having to invest money
or make any extra effort.
 It helps build up your brand. If we really hit the bull’s-eye in terms of
creativity, we are creating content so incredible that users themselves
decide to share it and, hence create a personal connection with your
brand.

Examples of viral marketing

Going viral with iPhone X

Apple maintains it’s viral appeal, with the iPhone X through their launch of
the "Selfies on iPhone X" campaign. The secret to this example of viral
marketing (which has clocked up over millions views both online and
offline) is very simple: a product so great that it turns people into fans of the
brand all on its own.

Viral status: Fidget Spinner

A truly viral product emerged from targeting a truly viral problem in the
digital age, known as attention deficit disorder. Allowing people globally to
channel their nervousness into an entertaining handheld device has allowed
for the viral spread of Fidget Spinners. This little product achieved a viral
marketing status through providing a ‘solution’ to a viral problem and
bringing about a world full of fidgetty temptation.

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