# Claim: what it is and how it works · Zorraquino
> A claim is a phrase that communicates a promise, a benefit or a main idea of a brand, product or campaign.
URL: https://www.zorraquino.com/en/dictionary/branding/claim.html

# 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.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## 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

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Slogan](https://www.zorraquino.com/en/dictionary/branding/slogan.html)
- [Tagline](https://www.zorraquino.com/en/dictionary/branding/tagline.html)
- [Copywriting](https://www.zorraquino.com/en/dictionary/internet/copywriter.html)