Theses lines define our business or mission or focus or brand name or positioning. New products do require taglines  which register their presence in our mind, and hence these should be integrated to brand name both virtually and verbally. These are sub-ordinate to brand name. Strap lines show the binding the company has with its parent company. A tagline is the expressive line used to clarify or dramatize the brand’s emotional and functional benefits to customers and potential customers.