# Tagline: what it is and how it works · Zorraquino
> A tagline is a phrase associated with a brand on a relatively stable basis to express its proposition or character.
URL: https://www.zorraquino.com/en/dictionary/branding/tagline.html

# Tagline

A tagline is a phrase associated with a brand on a relatively stable basis to express its proposition or character

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It usually accompanies the name or visual identifier, although its use may vary by medium. Unlike a campaign message, it aims for continuity. That continuity does not make it unchangeable: it can be revised if the brand strategy evolves.

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Claim](https://www.zorraquino.com/en/dictionary/branding/claim.html)
- [Copywriting](https://www.zorraquino.com/en/dictionary/internet/copywriter.html)
- [Content design](https://www.zorraquino.com/en/dictionary/content-design)