{"id":8488,"date":"2024-04-03T11:47:37","date_gmt":"2024-04-03T09:47:37","guid":{"rendered":"https:\/\/commplace.pl\/?post_type=dictionary&p=8488"},"modified":"2024-06-14T19:00:27","modified_gmt":"2024-06-14T17:00:27","slug":"claim-marketing","status":"publish","type":"dictionary","link":"https:\/\/commplace.pl\/en\/slownik\/claim-marketing\/","title":{"rendered":"Claim marketing"},"content":{"rendered":"

Definition<\/h2>\n\n\n\n

Claim marketing is the process of building awareness of a brand or product in the recipient's mind through a short phrase or slogan (tagline) that contains key information that can influence the decision to purchase a given product or service. The purpose of the slogan is to imprint positive associations with the brand in the customer's mind and to create a shortened chain of associations with the brand in the potential customer's mind in order to streamline their purchasing decision. <\/p>\n\n\n\n

Trivia<\/h2>\n\n\n\n
    \n
  1. The word claim means both "to claim", "to hold", and "to attract". These meanings include the essence of claim marketing, the task of which is to maintain a positive belief about the brand in the recipient's mind, capable of attracting him as a customer. <\/li>\n\n\n\n
  2. Claim marketing arises from the need to use the recipient's attentive time as effectively as possible. Since we're talking about three seconds, a tagline usually doesn't exceed five words.<\/li>\n\n\n\n
  3. The difference between claim marketing and a slogan is very thin: the purpose of the former is to build and consolidate the recipient's knowledge about the key features of the product, while in the case of a slogan, it is more about evoking the impression of the product's popularity and universality. In linguistic literature and practice, these two types of messages are not always distinguished (in English, "tagline" means both "slogan" and "phrase characteristic of a company or product".<\/li>\n<\/ol>\n\n\n\n

    Information<\/h2>\n\n\n\n

    The task of claim marketing is to synthetically present the characteristic features of a brand, product or service. A tagline is most often placed next to the logo to complement the visual association with specific content for the recipient. Claim marketing can be used both temporarily, for the needs of a single marketing campaign, as well as to permanently link the promoted brand with the desired values and features in the recipient's mind, which seems to be a more common practice. There are several ways to build a claim:<\/p>\n\n\n\n

      \n
    1. Superlatives<\/strong> - Short statements that amount to a positive self-assessment. These are subjective opinions that cannot be objectively verified (e.g. \u201cit delights with its taste\u201d).<\/li>\n\n\n\n
    2. Evidence<\/strong> \u2013 are based on claims that positively reflect on the brand's image or product perception, and can also be verified (e.g., \u201conly naturally sourced ingredients\u201d). <\/li>\n\n\n\n
    3. Brand message<\/strong> - a slogan that refers to promoted values or evokes a broader message (e.g. \u201cjust do it\u201d in relation to a sportswear brand directs towards overcoming personal limitations). <\/li>\n<\/ol>\n\n\n\n

      A well-thought-out claim says what values the brand represents and what it should be primarily associated with. It may emphasize what makes the company stand out from the competition or what its key features are. Formally, the slogan should be short, good-sounding, easy to read and memorable. <\/p>\n\n\n\n

      An effective claim should answer the question about the benefits a product or brand brings to a potential customer's life, provide a reason to believe (RTB) why the product is trustworthy, or indicate the target customer group. <\/p>\n\n\n\n

      Summary<\/h2>\n\n\n\n

      Claim marketing is a promotional strategy based on a short slogan or slogan intended to attract the recipient's attention and consolidate positive associations with the brand or product. The key goal is to synthetically present the characteristic features of a brand, product or service that are expected to influence the purchase decision. Claim is useful for both short-term campaigns and long-term brand awareness building. Key strategies for building it include superlatives, evidence and brand messages that are designed to highlight the brand's values and features. An effective claim should clearly communicate the product's benefits to the customer and build trust by presenting reasons why it is worth choosing it. <\/p>\n\n\n\n

      Related entries:<\/p>\n\n\n\npromotion tool<\/a>,\ncreative agency<\/a>,\nbranding agency<\/a>,\nconsulting agency<\/a>,\ncompany vision<\/a>,\nagency 360<\/a>,\nstrategic consulting<\/a>,\nproduct strategy<\/a>,\nstrategic plan<\/a>,\nbusiness strategy<\/a>","protected":false},"excerpt":{"rendered":"

      Definicja Claim marketing – jest to budowanie w \u015bwiadomo\u015bci odbiorcy wiedzy na temat marki lub produktu za pomoc\u0105 kr\u00f3tkiego has\u0142a lub sloganu (tagline), zawieraj\u0105cego kluczowe informacje mog\u0105ce wp\u0142yn\u0105\u0107 na decyzj\u0119 o zakupie danego produktu lub us\u0142ugi. Zadaniem has\u0142a jest utrwalanie w \u015bwiadomo\u015bci klienta pozytywnych skojarze\u0144 na temat marki oraz  stworzenie w umy\u015ble potencjalnego klienta skr\u00f3conego […]<\/p>\n","protected":false},"template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-8488","dictionary","type-dictionary","status-publish","hentry"],"acf":[],"yoast_head":"\nClaim marketing - Commplace<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/commplace.pl\/en\/slownik\/claim-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Claim marketing - Commplace\" \/>\n<meta property=\"og:description\" content=\"Definicja Claim marketing – jest to budowanie w \u015bwiadomo\u015bci odbiorcy wiedzy na temat marki lub produktu za pomoc\u0105 kr\u00f3tkiego has\u0142a lub sloganu (tagline), zawieraj\u0105cego kluczowe informacje mog\u0105ce wp\u0142yn\u0105\u0107 na decyzj\u0119 o zakupie danego produktu lub us\u0142ugi. 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Zadaniem has\u0142a jest utrwalanie w \u015bwiadomo\u015bci klienta pozytywnych skojarze\u0144 na temat marki oraz  stworzenie w umy\u015ble potencjalnego klienta skr\u00f3conego […]","og_url":"https:\/\/commplace.pl\/en\/slownik\/claim-marketing\/","og_site_name":"Commplace","article_modified_time":"2024-06-14T17:00:27+00:00","twitter_card":"summary_large_image","twitter_misc":{"Estimated reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/commplace.pl\/en\/slownik\/claim-marketing\/","url":"https:\/\/commplace.pl\/en\/slownik\/claim-marketing\/","name":"Claim marketing - Commplace","isPartOf":{"@id":"https:\/\/commplace.pl\/en\/#website"},"datePublished":"2024-04-03T09:47:37+00:00","dateModified":"2024-06-14T17:00:27+00:00","breadcrumb":{"@id":"https:\/\/commplace.pl\/en\/slownik\/claim-marketing\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/commplace.pl\/en\/slownik\/claim-marketing\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/commplace.pl\/en\/slownik\/claim-marketing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/commplace.pl\/"},{"@type":"ListItem","position":2,"name":"Has\u0142a","item":"https:\/\/commplace.pl\/slownik\/"},{"@type":"ListItem","position":3,"name":"Claim marketing"}]},{"@type":"WebSite","@id":"https:\/\/commplace.pl\/en\/#website","url":"https:\/\/commplace.pl\/en\/","name":"Commplace","description":"PR agency Wroc\u0142aw","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/commplace.pl\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"}]}},"_links":{"self":[{"href":"https:\/\/commplace.pl\/en\/wp-json\/wp\/v2\/dictionary\/8488","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/commplace.pl\/en\/wp-json\/wp\/v2\/dictionary"}],"about":[{"href":"https:\/\/commplace.pl\/en\/wp-json\/wp\/v2\/types\/dictionary"}],"version-history":[{"count":2,"href":"https:\/\/commplace.pl\/en\/wp-json\/wp\/v2\/dictionary\/8488\/revisions"}],"predecessor-version":[{"id":8680,"href":"https:\/\/commplace.pl\/en\/wp-json\/wp\/v2\/dictionary\/8488\/revisions\/8680"}],"wp:attachment":[{"href":"https:\/\/commplace.pl\/en\/wp-json\/wp\/v2\/media?parent=8488"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}