Importance of taglines in service branding (with special attention to banking sector)

Taglines are combination of simple and catchy words used to give idea about a product or service. They are created for advertising purpose. A good tagline carries overall benefit of what it being advertised, whether it is a product or service. Intangibility is a unique feature of service sector which makes advertising a difficult task. The present study focused on banking services. Hundred customers from five major commercial banks in India are personally interviewed. The results revealed that majority of customers noticed taglines along with bank name and they feel that these taglines met their expectations about banking services.