This document discusses taglines, which are short memorable descriptions that communicate a brand's message and help build its personality and positioning in the market. Taglines are important because they get stuck in people's brains and communicate the brand's benefits in an easy way. Taglines differ from slogans in that they usually don't change, while slogans may change for marketing campaigns. There are different types of taglines like imperative, descriptive, provocative, superlative, interrogative, and visionary taglines that position brands in various ways depending on their marketing objectives. Examples are provided for each type of tagline.

1. Tagline

2.  A tagline is a short memorable description that
clearly communicates the brand message.
 This short description acts as the catchphrase of
the brand and builds brand personality which, in
turn, helps in setting the positioning of the
brand in the market.

3. Why Is Tagline Important?
 There’s no denying that taglines are a very
important part of a brand; such important that
some brands are even recognized by their
taglines and their positioning in the market is
influenced by their tagline.

4. Why Is Tagline Important?
 The tagline is a powerful communication message which
becomes a public earworm and gets stuck in their brain. It
is crafted to have a long-lasting effect in just one
encounter. It communicates the brand personality to the
consumer in easy words and, if crafted correctly,
communicates the overall benefit of what is offered to
them.
 Mcdonald’s brand positioning would have been totally
different if its tagline were ‘It’s Tasty AF’ rather than ‘I’m
Lovin’ it’.

5. Tagline vs Slogan
 A tagline is different from a slogan. Unlike
slogans, taglines don’t usually change. For
example, Disneyland’s tagline is – The happiest
place on Earth. But the company has used
different slogans for its marketing campaigns:
 “Where dreams come true”
 “Where the magic began”
 “Happiest Homecoming on Earth”
 “I’m going to Disneyland”

6. Types Of Taglines
 Different companies have different marketing
objectives and want to position themselves
differently. Some want to communicate an
emotional message while some want to capitalize
on facts. Some want to be direct while some
want to remain mysterious. All their needs
require them to create different taglines. These
taglines, however, can be divided into 7 types.
These are:

7. Imperative Taglines
 Imperative taglines usually begin with a verb and
command the customers to perform a particular
action relevant to the brand vision, mission, or
personality. These taglines are usually used by
brands which want to sound more bold, edgy,
and impactful, and hence is usually used by
brands which want to be a part of the target
audience’s schedule.

8.  Examples of Imperative taglines are:
 Nike – Just Do It.
 Youtube – Broadcast Yourself.
 Coca-Cola – Open Happiness.
sab keh do – zong
 Geo or jene do

9. Descriptive Taglines
 As the name suggests, descriptive taglines are
the most straightforward taglines which describe
the brand offering, the benefits, and/or brand
promise in simple words.
 A perfect example of a descriptive tagline is
Walmart’s tagline – Save money. Live better.
Another good example of a descriptive tagline is
KFC’S It’s finger-lickin’ good.
 Express: hr khabar pe nazar
 HUM: Hum or Aap hr pal sath
 Mezan:

10. Provocative Taglines
 Provocative Taglines are thought-provoking and
stimulating. They are crafted to stir up emotions
and make you stop and think.
 Examples of provocative taglines are:
 Adidas – Impossible is nothing.
 Under Armour – I will.
 Dove – You are more beautiful than you think.
 Apple Iphone: Think different
 Surf excel:
 Kylie cosmetics: it start with skin
 Sony: make believe

11. Superlatives
 Superlatives are the highest degree of
comparison. ‘The best in class’, ‘Excellence is our
blood’, etc. are some examples of taglines which
use superlatives to position itself as the best in
industry.
 Examples of superlative taglines are:
 BMW – The ultimate driving machine.
 Waves: Naam he Kafi hai.
 Dawlance: reliable hai.
 Bright: Bright sb bright kr de.

12. Interrogative Taglines
 Some brands use questions to direct you to perform
an action, think in a specific manner, or communicate
any other message.
 The California Milk Processor Board’s Got Milk? is a
good example of an interrogative tagline.

 Dew: Dew na kiya tu phir kia jia.
 Kia ap panchvi class sy taiz hain?
 Kia ap k toothpaste mai namak hain?
 Care sy behter kia
 Fisal movers: are u ready to go

13. Visionary taglines
 Visionary taglines communicate the brand vision
to the target audience.
 Examples of visionary taglines are:
 GE – Imagination at work.
 Avis – We try harde
 Ufone: tum he tu ho
 Jahan mamta wahan dalda
 Jazz:
 Supereme:
 PIA: come fly with us