Tagline merupakan salah satu elemen pembentuk Brand yang diharapkan dapat memunculkan Brand Awareness terhadap suatu merek I produk. Menurut Kevin Lane Keller (2008) ada enam elemen pembentuk Brand yaitu Memorability, Meaningfulness, Likability, Transferability, Adaptability dan Protecabilty. One HEART merupakan Tagline baru yang dimunculkan oleh PT. Astra Honda Motor (AHM) dalam membantu memperkenalkan varian produk sepeda motor Honda. Penelitian ini dilakukan untuk mengetahui faktor dominan dari elemen pembentuk Brand tersebut. Dari penelitian yang dilakukan terhadap responden yang telah mengetahui Tagline One HEART didapatkan basil bahwa Likeability, Transferability serta Adaptability merupakan tiga faktor yang paling berkorelasi dengan Brand Awareness dan Protectability merupakan faktor dengan korelasi terendah. Penelitian ini juga mendapatkan hubungan yang kuat antara korelasi Brand Awareness dalam memberikan pertimbangan responden untuk melakukan Purchase dan Consumption.

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Tagline is one of the Brand-forming elements that are expected to raise brand awareness of a brand I product. According to Kevin Lane Keller (2008) there are six elements forming the Brand Memorability, Meaningfulness, likability, Transferability, Adaptability and Protectability. One HEART is a new tagline that is raised by PT. Astra Honda Motor (AHM) in helping to introduce a variant of Honda's motorcycle products. The study was conducted to determine the dominant factors of the elements which is forming the Brand. From the research which has been conducted on respondents who have known Tagline One HEART showed that Likeability, Transferability and Adaptability are three factors most correlated with Brand Awareness and Protectability a factor with the lowest correlation. This study also gain a strong relationship between the correlation Brand Awareness in giving consideration to the respondent to perform Purchase and Consumption.