The claim is a sustainable element of branding.
This is different from the slogan, which is usually developed for a campaign and therefore has a significantly shorter half-life (unless it is a very, very good slogan) and in combination with the brand name is established over a longer period of time. If it catches the target group, a successful claim can become a veritable instrument of value creation because it contributes to brand awareness and perception. Claims can trigger positive associations even if their meaning is not understood, such as the former claim of the perfumery chain Douglas: “Come in and find out” was often interpreted as “come in and find your way out”. This did not detract from the popularity of the brand; nevertheless, it was decided after a few years to switch to a German claim.