Tagline

The last post i mention about one of the element of branding is the logo. As for this post, it would be on the tagline.Tagline, as extracted from Wikipedia, means it is a branding slogan that is typically used in marketing materials and advertising. The main idea of having a tagline on branding is to create a memorable phrase that attract the audience attention.
There are many different types of tagline. These type are the Functional tagline, the Character-Driven tagline and the Aspiration Tagline and many more. I would be talking more on these type of tagline that are well used over the world.

Functional Tagline

It focus on important aims and concerns on company’s mission or competitive advantage. These tagline are descriptive, in logic form and understandable in their tone and treatment

The world’s favourite airline -------------------  British Airways
Finger-lickin’ good! ------------------------------ KFC
At the heart of the image ----------------------   Nikon

Character Driven Tagline

It focus on unique attributes that reveal a company core’s value of character, and qualities expected from its brand. Suitable for company that are mature, customer facing companies with a clear vision.

It’s the real thing -------------------------------- Coca Cola
Your potential. Our passion ------------------   Microsoft
Better by Adobe --------------------------------- Adobe

Aspiration Tagline

Focus on audience’s deeply need and wishes. Promise goal or outcome to the audience.Suitable for company that want the audience to make the brand they trust.

Think different --------------------------------  Apple Inc
Sheer driving pleasure ---------------------   BMW
The pause that refreshes -----------------      Coca-Cola

Here is the link to find out more on how to create a good tagline