The Claim in marketing is a promotional message that is intended to summarize in a few words the value, intention, or attitude of a specific brand or product, the Slogan is a phrase or motto of recognition, we will explore both concepts in the following article.
The objective of the Claim is to generate quick recall and be an instrument to improve recognition and customer loyalty. The Claim will try to summarize through a message the intention or sales proposal of the brand or product it represents.
Definition Of Claim In Marketing
The Claim in marketing is defined by the AMA American Marketing Association as: “an expression in advertising about the benefits, characteristics, and performance of a product or service designed to persuade the customer to make a purchase”.
According to Nielsen Company research, it is estimated that the purchase decision-making of the product to buy continues to be influenced at the point of sale. For this reason, the Claim becomes a reinforcement of brand recall that will help strengthen the purchase decision path.
Claim In Advertising And Graphic Design
A Claim in advertising and graphic design is a tool to attract the attention of the consumer by highlighting the main benefits provided by the product or service of the advertised brand, while the Claim in marketing can be broader by adding the organizational values of the company.
The Slogan is an easily remembered word, phrase, or motto about a brand that will serve as the brand’s insignia. For the creation of a Slogan, creativity is used to make it compact, to have an impact on its market, and to be simple for the potential client.
Unlike the Claim, it is not implicit that it describes the main characteristics of the good or service.
Difference Between A Claim In Marketing And A Slogan
The difference between a Claim in marketing and a slogan is that the former will highlight, emphasize and describe the added value of the brand, while the latter (Slogan) does not need to mention these features.
The Claim highlights characteristics, while the Slogan serves to recall the Brand.
When in the advertising or promotional message only the benefits of the product or service are highlighted, we are talking about a Claim and when it does not touch these defining aspects, we are talking about a Slogan.
Examples Of Claims In Marketing And Slogan
Examples of the difference with the same brand between a Claim and a Slogan :
- Catchphrase: Pepsi: That’s What I Like
- Slogan: Pepsi: “Break the routine”
- Slogan: Nike: Just do It – “Just do it”
Examples of Claim : (Has a description of some Product characteristic)
- M&M’s: They melt in your mouth, not in your hand.
- Roche: Innovation for health.
- Quaker: Nutrition for Life
- Nokia: Connecting people
The Claim in marketing is highly useful in Marketing when it is used well; Apart from generating recall, it can support the purchase decision-making process.
It can be a bit complex to differentiate it from a Slogan, however, if it is fixed in the collective imagination and the mind of the consumer, a message that provides specific characteristics of a product or service can become a very important tool for the success of the company.