Know-How Exchange : Branding

Hi payal

I think you are referring to Tagline by the word “punch line”. Have a look at the definition of Punch line given by Sharon.

Sharon and JBtron, "kar lo duniya muthi mein" means “have the world in your hand”. That has been used in the advertisement of one of India’s mobile operators who uses CDMA platform. In fact this is the “Tagline” of Reliance India Mobile as it coveys the message that by having RIM you are connected to the world.

Anyway, here is the difference between tagline and slogan.

Tagline is the statement that represents the brand position or communication goals. Its function is to communicate with the external audience. Taglines are usually mistaken as the brand essence but actually its not brand essence.

Example IBM uses multiple Taglines for different products. For its customers who are seeking solution products IBM uses tagline “Solutions for a Small Planet” while for e-commerce products the Tagline is “E-business”. But the brand essence of IBM for all its products remains the same.

I agree with the explanation of Sharon that slogan is usually used only once with one specific advertising campaign. It is associated with a campaign, not with the brand.

Hope this helps.

Cheers!!