A tagline is a phrase that serves to summarize a company’s position in the marketplace. It serves together with the name and logo to comprise the brand identity. The word “tagline” is also used to describe short headlines used on websites and in print marketing pieces, but these are technically headlines, subheads and captions, not taglines. Similarly, many television campaigns are built around and drive to theme lines, but these are specific to each campaign. Companies should have only one primary, dominant tagline at the brand level, but they can have taglines for service groups, business units and products, as well.