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A claim, a tagline, often also called a slogan, is a concise and memorable phrase that summarizes the idea, attitude or often the promise of a brand or company. It summarizes the essence, the values or the unique selling point of a brand in a few words and is intended to create an emotional connection with the target group. A good claim is easy to remember, conveys a clear message and underlines the brand identity. It can strengthen the brand image, promote recognition and create a feeling for the brand.


Frank Wache
Partner, Brand Strategist

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