Look at the document called Tag Lines and get examples of company tag lines, and how it helps in positioning the brand.

COMPANY TAGLINE/SLOGAN Melts in your mouth, not in your hands M&Ms Always Coca-Cola POSITIONING DISCUSSION This slogan clearly establishes the competitive advantage of this candy product. It highlights a single product attribute and communicates a single clear benefit to the consumer. This seemingly simple slogan, encapsulates the ongoing connection between Coca-Cola and its marketplace. It is a product that has wide consumer appeal, strong loyalty, and is often treated like a 'friend' to the consumer. Hence the word 'always' reinforcea thia close conaumer product relationship This slogan clearly highlights the efficiency and reliability of the courier and delivery service. Again it is an example of a clear statement that efficiently communicates a distinct positioning This well-known slogan highlights that their competitive advantage is in the area of superior customer service and creates a clear positioning that the firm will do more to help their customers. In the competitive fast food market, this simple two word slogan stands out by clearly differentiating their offering on the healthiness and the freshness When it absolutely, positively, Federal Express has to be there overnight We try harder Avis Rent a Car Fat fresh Subway