Claim

A claim is a concise and meaningful assertion or promise that a company communicates to its target audience as part of its marketing strategy. A claim is often used to convey the core message of a brand or product and differentiate it from competitors. The claim summarizes the unique selling proposition (USP) of a company or product and plays a central role in the brand identity. 

Claims are typically short, memorable slogans or phrases that aim to shape brand perception and evoke emotions in the target audience. They may highlight emotional or functional benefits of the product or brand and are commonly used in advertising, on packaging, or in advertising slogans. A successful claim directly addresses the needs and desires of the target audience and sticks in their memory. 

• Promises: A claim can make a concrete benefit promise to the customer, such as “Unmatched Quality.” 
• Values: Claims often emphasize the company's values or brand philosophy, such as “Sustainability for the Future.” 
• Uniqueness: A claim can focus on the unique selling point (USP) of the product or brand, such as “The Fastest Service.” 

• Recognition: Claims contribute to brand recognition because they are often emotionally tied to the brand’s values. 
• Brand loyalty: A clear and persuasive claim strengthens brand loyalty and fosters long-term customer relationships. 
• Differentiation: The claim helps to highlight a company or product in the competitive landscape and create differentiation from competitors. 
• Emotional appeal: Claims often appeal to the emotions of the target audience and aim to create a positive and lasting association with the brand. 

A famous claim is “Red Bull gives you wings,” which addresses both the energy and dynamism of the product as well as the lifestyle of the target audience. The claim is emotional and conveys the unique brand promise of Red Bull. 

A claim is a central element in brand communication that delivers a clear, memorable, and often emotional message. With a successful claim, a brand can effectively communicate its values and benefits and differentiate itself from the competition. A successful claim stays in the target audience's memory and supports long-term brand development.