claim / slogan
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slogan
A short, memorable advertising slogan that is firmly associated with a brand or product. It is meant to express the core message or benefit of the product succinctly.
Der neue Claim der Automarke lautet: „Zukunft in Bewegung“.
The car brand's new slogan is: 'Future in Motion.'
You can easily recognize the meaning of 'Claim' from context. In marketing and advertising, it means the advertising slogan. In historical texts about gold prospectors, it refers to a land claim. In business or legal contexts, it denotes a claim or demand.
Der Claim der neuen Kampagne ist sehr kreativ.
The slogan of the new campaign is very creative.
In a marketing context, a claim is often 'entwickelt' (developed), 'formuliert' (formulated), or 'kreiert' (created). People also speak of the 'Claim einer Marke' (slogan of a brand) or an 'einprägsamer Claim' (memorable slogan).
Die Agentur hat einen neuen Claim für das Produkt entwickelt.
The agency developed a new slogan for the product.
In the meaning of a land claim, the phrase 'seinen Claim abstecken' (to stake one's claim) is very typical. It means to visibly mark and claim an area for oneself.
Mit Holzpfählen steckte der Siedler seinen Claim ab.
The settler staked his claim with wooden posts.
claim / demand
'der Anspruch' and 'der Claim' can both mean a demand or a right to something. 'Anspruch' is the normal German word and fits legal, moral, and everyday situations. 'Claim' is used less often in this sense and often sounds legal, business-related, or like an Anglicism. In addition, 'Claim' has another important meaning in marketing: a short advertising slogan for a brand. This can easily lead to confusion. If you want to speak safely and generally about a right or a demand, 'Anspruch' is usually more natural.
Für die neue Marke sucht die Agentur einen kurzen Claim.
The agency is looking for a short slogan for the new brand.
Der Kunde hat Anspruch auf eine Reparatur, weil das Gerät noch Garantie hat.
The customer has a claim to a repair because the device is still under warranty.