Define: Tagline
Tagline
A short descriptor coupled with the brand name. The function of a tagline is to define market space/brand position. Unlike slogans, taglines are only changed when the brand repositions itself by changing its strategic focus.
See: Slogan
This week’s term:
Brand Identity Misalignment: Presenting a brand identity that does not reflect the strategic intent of the brand strategy. This often results in ineffective tactical decisions that damage both brand equity and brand value.
See: Brand Image Map
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