A tagline is a branding slogan, a phrase that will reflect the product's concept or otherwise, it's a marketing tool to create a desired image in line with the company's mission.
In the Philippines, banks for one has taglines like "you're in good hands" with Metrobank and BDO has "we find ways". The former connotes confidence building while the latter aims convenience banking; both have somehow lived up to their tag line.
SM Malls goes for "we got it all for you" while Ayala Malls "because you deserve more", then there's Max's "sarap to the bones", Jollibee's "langhap sarap". Some claims ownership like Coca-cola's "coke ko 'to" and McDonald's "love ko 'to".
Even countries market their tourism sector with phrases like Wow Philippines, Amazing Thailand, Sparkling Korea, Uniquely Singapore...
Airlines like Cebu Pacific failed to live up to it's on time track record so they changed it's tag line from "99% on time" to "it's time everyone flies CP". The latter is a shift in marketing strategy to dominate the market by offering absurdly low fares. While PAL changed from "Asia's sunniest" to "It's about experience" to "Clearly No. 1", to highlight some facts or make a statement.
Asian Spirit on the otherhand recently changed it's name to Zest Airways, following it's new owner's Zest-O brand for drinks. By changing it's name it can save itself from the mockery of being tagged as "leave as asians, land as spirits". But what really struck me is their new tagline - "Asia's most refreshing airline." Duh, what's that again? I wonder what that tagline aims to convey or simply a lame effort to relate the word "zest" with "airlines". I hope it doesn't mean fresh air, the last time I boarded Asian Spirit, a fan is provided, that came in handy since there is barely cool airconditioning throughout the flight. Nevertheless, this is a welcome development to all travelers and a renewed challenge to the airline industry.