Claim
A claim is a phrase that communicates a promise, a benefit or a main idea of a brand, product or campaign
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It should be understandable, relevant and consistent with the offering. It can change depending on the communication objective. When it contains a verifiable statement, such as a performance advantage, it needs sufficient evidence. How it differs from a slogan or tagline depends on editorial use and context.
Also known as
Advertising claim
Topics