A tagline is a variant of a branding slogan typically used in marketing materials and advertising. The idea behind the concept is to create a memorable phrase that will sum up the tone and premise of a brand or product (like a film), or to reinforce the audience's memory of a product. Some taglines are successful enough to warrant inclusion in popular culture.
Having an attractive tagline comes under brand promotion. Brand promotion is a strategy that is commonly used in marketing in order to increase customer loyalty, awareness of products, and sales. Instead of focusing on a specific product or products, a company instead tries to focus on the promotion of its brand. This strategy has been proven to be very effective in marketing, and many companies currently employ it. Typically, companies rely on repetition in advertising in order to familiarize customers with the brand. Brand promotion also leads to increases in sales in many cases.
The Authors on doing the research found out thats all the five star properties have some specific tag line which explains and promotes the brand. For eg the biggest hotels chain in India have the following tag line or single line brand caption
“Nobody gives you India, Like we do.”
ITC Welcomgroup Luxury Collection
Hilton International Hotels
“Engage, energize, relax! Experience the new signature in hospitality” .Vivanta by Taj
Taj Hotels, Resorts and Palaces
Trident
Four Seasons International
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