What is a tagline?

Brief phrase designed to ingeniously and intelligently express a brand proposition. Unlike a slogan, which is a variable resource that may be used in just one campaign, a tagline is a permanent defining phrase and will remain associated with the brand unaltered as a prolongation of its name. The attractiveness of the expression determines its emotional significance and impinges on the consumer's familiarly with the offer; some taglines in fact become so popular that they end up being assimilated into colloquial speech.

They are not essential, but highly recommended for generic brands or offers that are not well differentiated.

Other denominations:

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