Claims / slogans are short phrases that convey descriptive or emotional information. A claim can have several functions: It can communicate the positioning of a range of services or a brand, a central promise or product benefit, a mission, vision or the unique selling proposition of a brand. Claims appear either as slogans firmly associated with the brand name or as temporary campaign claims. Since they can also increase recognition and / or support brand awareness, claims are of great importance in the context of brand management.
According to literature, claims / slogans are especially effective if they are used in electronic media, are deposited with memorable jingles, are formulated concisely or visually and when they are communicated together with the brand name. Market research should make its contribution to optimize the integrative performance of a slogan / claim. It is important to determined the extent to which advantages are emphasized, unique selling points are carved out, concise statements are made and credible or rather positive feelings are conveyed.
- Memory effect
- Direction of associations
- Association strength
- Likes and dislikes
- Assignment of characteristics
- Main message
- Brand, product and product group fit
- Unique selling proposition
- Attitude and image effect