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>>>>>>>>>>>>>>>>>>>>>>>>>>The term Claim originates from English, but is now absolutely common in the marketing industry. Claim is very often used without translation as synonymous with slogan. Just like a slogan or a logo, Claims can also be an essential part of the brand. Unlike a slogan, it primarily describes the basic promise of a company. A Claim in German or English complements the slogan and depicts the desired positioning of the company.

What makes good Claims?

Mostly Claims have the form of short phrases that convey an emotional message. Their concise wording is one of the characteristics of Claims, but there are exceptions. However, it can take many years for Claims to become established.

Characteristics of Claims at a glance:

  • Complements the slogan
  • Is used across campaigns
  • Provides information about the desired external perception of the company

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