In the context of positioning and naming, the claim is of major importance. A suitable claim is derived from the positioning of the company, for in a good (strong) position, what the offering claims to do, the justification for the offering, the promise of utility, and the proof of utility are sufficiently formulated, the inner claim is defined, and the brand core is written concisely. This forms the foundation for the development of the slogan or claim, which, in a few words, is to convey the basic promise of the company in a descriptive or emotional manner. Through sound and rhyme, puns and semantic play, and the combination with optical and acoustic stimuli, the slogan anchors itself in one’s memory. Typical rhetorical figures for a claim include the appeal, intensification, alliteration, analogy, rhetoric questions, and metaphors. The claim is, in any case, a long-term thing. It communicates the position of the brand over the long term — to the employees, customers, suppliers, and business partners. The claim makes an essential contribution to brand building over the long term and asserting the brand identity.
Depending on the positioning of the company, the claim has to work in various geographic and cultural environments. Not every brand positioning can be carried over unchanged from the German to the Chinese market. Having an understanding for the local customs and preferences plays a large role in this respect. This is an understanding that our Chinese employees from INCREON in Shanghai have and use to our customers’ advantage.
Claim and Slogan
The claim is, in relation to positioning and naming, more important. After all, the right claim is derived from the positioning of the company. In a good positioning statement, what the offering claims to do and why the offering exists, what utility is promised and the proof of utility are sufficiently formulated and the brand core is written succinctly.
From the standpoint of our agency, the slogan is in another context. As a rule, the slogan addresses a product, service, or offering. It often does this temporarily, in connection with a campaign. Quickly penetrating (the market) with a message, creating incentives to buy, or rapidly influencing the public are the focus of a slogan.