A claim is a text message directly tied to a product or company. It is a marketing term used to unambiguously identify a brand.
Use
Together with the logo and other promotional elements, it makes up the so-called corporate identity, which is nothing other than a company's promotional style and plays a significant role in building the company brand. It is therefore one of the main elements of so-called corporate communication.
Some companies specialize in claims, and creating claims falls within the field of copywriting. Creating claims is one of the most difficult disciplines of copywriting. It is very hard to create a claim that people will immediately connect with the brand as soon as they hear it. But when a claim succeeds, its author is praised to the skies. Take, for example, the phrase “Just Do It”. Everyone immediately knows it is Nike's claim.