Leading

Leading refers to the distance between the vertical space in-between each line of text.

For example here is an image to demonstrate this, that I created on Indesign:

As you can see from the picture above, the first two words is what the original spacing was between the lines and the one at the bottom I have decreased the distance between the words, so they are closer together, although you can increase the space as well.

Leading is used because sometimes the wording can be too close together, which can be very hard to read and difficult for the public to understand. This is not very good because the whole point of branding and advertising is to make the audience aware of a certain brand, so the text used has to be clear and understandable for the public to remember and recognise a company or business.