Tag line Positioning

1. Best taglines are memorable and meaningful, and they
speak to the brand's benefit..They should also support
the brand's overall positioning, but in a way that brings
the brand's benefit to the customer to life.

2. • Brand Name- The product brand name should be written in a suitable size and fonts.
It is written clearly and highlighted but don’t be overwritten or oversize.
• Molecules- Use details of approx each molecule. Describe the use of each molecule
with limited but meaningful descriptions.
• Composition Form- Accurate composition form should be added under the brand
name of the product. It should not be too lengthy or too short.
• Brand Tag Line- Choose the brand tag line carefully, select the tag line as per the
usage of the product. It should be simple, pronounceable, and memorable.
• Pictures- Pictures are able to say more than a thousand words if used properly so
use attractive and appropriate product pictures and show their positive effects.
• Indication: If you or someone you know is looking for relief from Cervical Pain,
Spondylitis, Osteoarthritic Pain, Traumatic & Fracture Pain, Post-Operative Pain,
and Dental pain then this product may be the answer. Here we will explain when it
can be prescribed so that understanding how to get the most out of this solution
becomes easier.

3. Tagline:
• Length: Usually a bit longer upto 7 words
• Purpose: To inform and persuade
• Provide consumers with additional info about brand, such as their
purpose, benefits or values
• Nature: Tend to be more serious
• More explanatory than punchline.
• Tagline is more public relations focused
• They capture the essence of what a brand is all about.
• Taglines refer to the overall brand without pointing fingers to
specific products.
• is a catchy quip that evokes an image of your brand in the minds of
your customers. Taglines enable people to make lighthearted
associations with your business.
• Taglines are timeless and rarely change since they represent the
overall brand.
• Taglines is accompanied by a brand name or logo.
• Not meant to be standalone phrases.
• Imperative taglines usually begin with a verb and order people to
take an action. For example, “Just Do It” (Nike), “Broadcast
Yourself”(YouTube) and “Make It Happen” (HP). Subway’s slogan,
“Eat Fresh”, Apple “Think Different”
• Descriptive taglines are succinct descriptions that reflect a brand’s
promise or key benefits. For instance, “Expect More, Pay Less”
(Target), “Ideas Worth Spreading” (TED), and “The Happiest Place
on Earth” (Disneyland). “Maybe She’s Born With It, Maybe It’s
Maybelline”
• Superlative taglines position a brand as the best in their class.
Some good examples include “The King of Beers” (Budweiser),
“The Ultimate Driving Machine” (BMW) and “There’s No Better
Way to Fly” (Lufthansa).
• Provocative taglines are thought-provoking and are usually in the
form of questions. For example, “Got Milk?” (Dairy Council).
L’Oreal Paris “Because You’re Worth It”
• Specific taglines directly and cleverly reveal a brand’s category. For
instance, “Das Auto” (VW).
What’s the Difference Between a Motto, a Tagline and a Slogan?
Slogan:
• Length: catchphrase used in advertising short & simple 9-10
words
• Purpose: Grab the attention of consumers as part of marketing
campaign.
• Nature:
• A slogan is more advertising focused
• refer to the goals/aims of a certain product
• slogans can work perfectly fine on their own, without a logo or
name
• slogan encompasses a company‘s mission, what it stands for,
and even how it’s helping customers in the individual campaigns
the company might run. Slogans can therefore be longer than
taglines
• Companies change their slogans when they want to focus on a
new theme or idea.
Motto:
• Length:
• Purpose:
• Nature:
• is a short phrase encapsulating a brand’s values.
Payoff line:
• Length: Very few words
• Purpose: to communicate the personality, the style, the values
and the tone of voice of the company.
• Nature:
• Payoff is the verbal element which communicates the essence
of a brand to a corporate level. It is the promise that a brand
makes to the consumer.
• A pay off is a short, powerful slogan that goes with a brand or
company name. It is part of the brand identity and supports
brand awareness.
• Pay off: as described earlier, a pay off is a catchy slogan that
follows a brand name and strengthens the brand identity. A pay
off is part of a positioning and therefore radiates the core
values, mission and vision of a company or brand. But more
Brand Company
Campaign
Punchline:
• Length: Typically shorter 3-5 words
• Purpose: To entertain
• Nature: Often funny or clever
• More to the point than taglines or slogans.
• Represent your brand without explicitly
mentioning your product or service.
• Is variable, related to the promotion
• e.g. Mountain Dew Tag Line “Do the Dew”,
Punchline “Dar Ke aage Jeet Hai

4. Segmentation
•
Targeting
•
Positioning
• point of difference

5. Marketing Mix

6. Product Life cycle

7. Ansoff's Product/ Marketing Mix

8. Porters Model

9. BCG Matrix