Claim (advertising)

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The English term claim is often used in marketing , especially in advertising , with the same meaning as slogan . "Claim" is used in Germany to designate an advertising slogan; in England this is known as the "endline" or "strapline". It denotes a sentence or part of a sentence that is firmly linked to the company or brand name and which can be part of the company logo or trademark. Sometimes there are also "campaign claims" that are only used for the duration of an advertising campaign .

A claim can have several functions: It can communicate the positioning of a service offer or a brand, a central "promise" or a product benefit , a mission, a vision or the unique selling point of the company or the brand.

The term derives from the earlier in North America and Australia used label claim for a demarcated land from.

Some claims have become popular words .

Sub-claim

In addition to the (main) claims, a number of companies also have subordinate sub-claims . B. can be used depending on the occasion. For example, the radio broadcaster SWR1 added its main claim “ One belongs to” - SWR1 with the sub-claim “ The greatest hits of all time ” in order to make the positioning of its music program clear to radio listeners . The importance of such claims for the media industry is based on the fact that they are also queried in the context of media analyzes from TV and radio consumers and can thus influence the measurable success.

Success Criteria

In order to be successful, a claim should have at least the following characteristics (simplified representation):

  • Differentiation (conciseness, memorability, message carrier)
  • Association and meaning (positive assignment)
  • Memory effect (meaning content, phonetic quality, image strength)
  • Internationalization (securing linguistic meaning)
  • Temporal independence (resistance to zeitgeist and declining trends)
  • Protectability (availability, protectability)
  • Design and sound (clear visualization, phonetic uniqueness)

approaches

Most claims call their audiences a "good reason" ( Reason Why ) why they are in their purchase of the company in question and the mark in question decide should. The following approaches are usually chosen:

  • Mention of characteristics of the company or its employees (e.g. committed, devoted, competent, user-oriented, personable);
  • Mention of characteristics of the brand or its products (e.g. multi- functional , reliable, trustworthy, top quality, user-friendly);
  • Mention of a benefit “promise” (e.g. joy, serenity, freedom from worry, experience, harmony);
  • Mention of a "good occasion" ;
  • Addressing the target group through
    • Mention of the self-image of its members (e.g. demanding, experienced (“connoisseur”), (extremely) price-conscious) or
    • addressing the emotions of its members (e.g. patriotism , enthusiasm ).

Companies that refrain from (explicitly) naming a "good reason" choose, for example, the following approach for their claim:

  • Mention of the service portfolio ;
  • Mention of the role that the company plays towards its customers (e.g. "architect");
  • Recommend the company or brand as “first choice”.

Often several of these approaches are combined in one claim.

Rhetorical figures

When designing claims, rhetorical figures are often used, for example

Industry-typical similarities

Claims from companies that work in the same industry often have linguistic similarities. Claims in the media industry , for example, often emphasize that one can see, recognize, understand or know more or better with the respective medium.

The food industry continues with slogans such as " probiotic ", " light ", etc. frequently on health claims . The products should not only taste good, but also have a positive influence on the overall attitude to life.

reception

The naming agency Endmark carried out claim studies in 2003, 2006 and 2009. The comprehensibility of English-language advertising among German consumers was examined. In the current study, ten advertising slogans from different industries, all of which are aimed at end consumers, were examined. The spectrum ranged from Levi's ( Live unbuttoned ) to Braun ( Design Desire ) to Langnese ( World's Pleasure Authority ). As in previous years, the survey showed that over two thirds of consumers either do not understand the English advertising messages or understand them incorrectly. In individual cases, the translation attempts have led to bizarre results such as Mache Deine Brotkasten yourself for Broadcast Yourself ( YouTube ) and Explosions at the city limits for Explore the city limits ( Opel ). Only around 28 percent of those questioned could understand the English advertising slogans as intended by their senders.

Plagiarism

Although claims claim to be as distinctive as the company or brand they stand for, claims are sometimes - intentionally or accidentally - plagiarized. For example, the German radio station SWR1 (already mentioned above) chose the Claim One Heard, allegedly proposed by the Frankfurt advertising agency Conrad & Burnett . SWR1. However, in 1995 the author Wolf Haas, in his capacity as copywriter for the Viennese advertising agency Demner & Merlicek, heard the same claim Ö1 , which is still used in the original ! invented for the first Austrian radio program and spoken in the radio spots themselves. After negotiations in 1999 and 2000, the two broadcasters agreed to use the almost identical claim in parallel, because there was no content-related and hardly any spatial overlap between the programs and thus no competitive situation.

Notes and individual references

  1. ↑ slogans? Claims? Taglines? Retrieved March 15, 2012 .
  2. ↑ Strictly speaking, it is a firm declaration of intent or self-commitment , not a contractually binding promise that would give the customer the right to liability in the event of non-compliance .
  3. ↑ In the further course of this article, no explicit distinction is made between claims and sub-claims.
  4. ↑ SBBC Brand Consulting: Success criteria for a good claim ( Memento from June 13, 2010 in the Internet Archive ) (2007; PDF; 585 kB)
  5. ↑ Example: "Your favor - our pursuit" ( Circus Krone )
  6. ↑ Example: "We love food" ( Edeka )
  7. ↑ Example: "We know how" ( Linde )
  8. ↑ Example: "Bauknecht knows what women want" ( Bauknecht , 1954)
  9. ↑ Example: "With the green ribbon of sympathy" ( Dresdner Bank )
  10. ↑ UHU the all-purpose glue
  11. ↑ Example: “ Everyone is talking about the weather. We are not. "( Deutsche Bundesbahn , 1966)
  12. ↑ Example: "You can build on these stones" ( Schwäbisch Hall (Bausparkasse), 1962)
  13. ↑ Example: "The Queen of Table Waters" ( Apollinaris (Mineralwasser), 1895)
  14. ↑ Example: "sense and simplicity" ( Philips Germany , here also an echo of the title of the famous novel by Jane Austen , Sense and Sensibility )
  15. ↑ a b Example: "Sheer Driving Pleasure" ( BMW )
  16. ↑ Example: “ Who is going to blow up? "( HB (brand of cigarettes))
  17. ↑ Example: "We're clearing the way" ( Volksbanken and Raiffeisenbanken , 1988)
  18. ↑ Example: "We kehr for you" ( Berliner Stadtreinigung, 1999 ( Memento from August 14, 2012 in the Internet Archive ))
  19. ↑ Example: "Right in the middle instead of just there" ( DSF )
  20. ↑ Example: "Come together and live as friends" ( Peter Stuyvesant (cigarette brand))
  21. ↑ This approach is mainly chosen for alcoholic beverages that cannot be advertised as “useful”. - Examples: "Then a Dujardin" ( Dujardin (brandy)), "When so much good happens to you - that's already worth an Asbach Uralt" ( Asbach Uralt (brandy, 1950s))
  22. ↑ Example: "Give your children smart parents" ( Süddeutsche Zeitung , 2008)
  23. ↑ Example: "Not huge, but fine" ( Chantré (brandy))
  24. ↑ a b c Example: " Avarice is cool !" ( Saturn , 2003)
  25. ↑ Example: "A beer like Bavaria" ( Löwenbräu )
  26. ↑ Example: "I love it" ( McDonald’s )
  27. ↑ Example: “Consulting. Technology. Outsourcing. "( Capgemini (management, IT and business consultancy))
  28. ↑ Example: "your archITect" ( Cirquent (IT-Beratung), 2010)
  29. ↑ Example: "Your information" (11883 (telephone information)), "Das Erste" ( ARD )
  30. ↑ Example: "Intelligent Logistics" (characteristic of the brand + service portfolio ) ( Dachser )
  31. ↑ Examples: “Switch!” ( Apple ), “Just do it” ( Nike ), “Just say, we’ll drive golf” ( VW Golf )
  32. ↑ Example: "He runs and runs and runs" ( VW Beetle )
  33. ↑ Example: “Square. Practically. Good "( Ritter Sport )
  34. ↑ Example: “Good. Better. Paulaner "( Paulaner )
  35. ↑ Example: " B igger, B etter, B urger King" ( Burger King )
  36. ↑ Examples: “Good. Better . Gösser "( Gösser beer )," You are , we car "( Fiat 500 retro , 2007)
  37. ↑ Examples: "Motion & E motion" ( Peugeot ), "Not always, but always more often " ( Clausthaler (alcohol-free beer), late 1980s), " Prices good, everything good" ( C&A ), "More performance . More reliability . ”([[Hilti (company) |]]).
  38. ↑ Example: "Heaven of Bavaria" ( Hacker-Pschorr (beer brand))
  39. ↑ Example: "As bright as the bright day" ( Osram )
  40. ↑ Example: "What else." [Without a question mark!] ( Campari )
  41. ↑ Example: "Are you still living or are you already living?" ( Ikea )
  42. ↑ Because of their ambiguous formulation, some claims allow a sexual allusion to be heard . - Examples: "Bauknecht knows what women want" ( Bauknecht , 1954), "Not always, but more and more often" ( Clausthaler (alcohol-free beer), late 1980s), "... then it works with the neighbor" ( Calgonit , 1992), "Am I in there yet?" ( AOL )
  43. ↑ Examples: “SPIEGEL readers know more ” ( Der Spiegel ), “Who reads them, sees more ” ( Süddeutsche Zeitung ), “The sharper the pen, the more you can see” ( Der Spiegel , 2009), “Who the whole sees understands the detail better "( the world , 1994)," the Second see you better "( ZDF )
  44. ↑ Samland, Bernd: Endmark Claim Study 2009 (PDF; 810 kB). Executive summary.
  45. ↑ "SWR 1 is heard - Baden-Württemberg's first program arrives" ( RADIOjournal , August 2006)
  46. ↑ "SWR 1 Baden-Württemberg - Range with Melody" (Radioszene.de on March 18, 2012)

Web links

Wikiquote: slogans  - quotes

literature

  • Wolfgang Hars: Lexicon of advertising slogans. 500 well-known German advertising slogans and their history, Eichborn Verlag Frankfurt am Main, 1st edition 1999, ISBN 3-8218-1450-0 .
  • Ulrich Görg: Claims. Claiming as a value creation tool in brand management . Gabal-Verlag, 1st edition 2005, ISBN 978-3897495623 .
  • Bernd M. Samland: Unmistakable: name, claim & brand . Haufe-Lexware, 1st edition 2006, ISBN 978-3448072563 .