Tagline is a phrase that is used consistently in a company’s literature, advertisements, promotions, stationery, and even invoices and thus becomes associated with that company to develop and to reinforce the position the company has staked out in its market. An example is Nike’s familiar “Just do it.” The Nike tagline, which was introduced in 1988, implies that people don’t need to be told they should exercise-they already know that. The challenge is to “Just do it.” The beauty of this simple three-word expression is that it applies equally to a 21-year-old triathlete and a 65-year old mall walker. This clever tagline, along with Nike’s positioning strategy, helped the firm expand its product line beyond running shoes to athletic products for all age groups.
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