My previous entry was to point out that a brand is a concept that may consist of many words in the mind, not just one. It’s possible a brand can consist of one, as in
Mercedes = Prestige.

Consider the tagline of a company. Often that line can do the work that’s needed to distill the essence of the brand in several words:

Apple: Think different

TAZO: The reincarnation of tea

FedEx: The world on time

Saturn: A different kind of car company

eBay: The world’s online marketplace

Target: Expect more. Pay less.

Just the concept of tea being reincarnated has to make you think.

Article Tags: brand | eBay | FedEx | Mercedes | Saturn | Taglines | Target | TAZO
Filed under: Branding, Taglines