{"id":7476,"date":"2024-07-01T21:01:32","date_gmt":"2024-07-01T19:01:32","guid":{"rendered":"https:\/\/www.technisens.com\/marketing-claims-their-importance-in-building-the-brand-bmage-of-a-company-product-or-service\/"},"modified":"2026-10-19T15:06:14","modified_gmt":"2026-10-19T13:06:14","slug":"marketing-claims-their-importance-in-building-the-brand-bmage-of-a-company-product-or-service","status":"publish","type":"page","link":"https:\/\/www.technisens.com\/en\/marketing-claims-their-importance-in-building-the-brand-bmage-of-a-company-product-or-service\/","title":{"rendered":"Marketing claims: their importance in building the brand image of a company, product, or service"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; custom_padding_last_edited=&#8221;on|phone&#8221; next_background_color=&#8221;#ffffff&#8221; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; use_background_color_gradient=&#8221;on&#8221; background_color_gradient_direction=&#8221;80deg&#8221; background_color_gradient_stops=&#8221;#86b49d 60%|#468d8b 100%&#8221; background_image=&#8221;https:\/\/www.technisens.com\/wp-content\/uploads\/2022\/06\/Background-header.svg&#8221; background_size=&#8221;contain&#8221; background_position=&#8221;top_right&#8221; custom_margin=&#8221;||||false|false&#8221; custom_padding=&#8221;0px||30px||false|false&#8221; custom_padding_tablet=&#8221;150px||30px||false|false&#8221; custom_padding_phone=&#8221;15px||6px||false|false&#8221; bottom_divider_style=&#8221;wave&#8221; bottom_divider_flip=&#8221;vertical&#8221; bottom_divider_arrangement=&#8221;above_content&#8221; background_last_edited=&#8221;on|phone&#8221; background_enable_image_phone=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; background__hover_enabled=&#8221;off|desktop&#8221;][et_pb_row column_structure=&#8221;3_5,2_5&#8243; use_custom_gutter=&#8221;on&#8221; make_equal=&#8221;on&#8221; custom_padding_last_edited=&#8221;on|phone&#8221; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; width_tablet=&#8221;&#8221; width_phone=&#8221;85%&#8221; width_last_edited=&#8221;on|phone&#8221; max_width=&#8221;1500px&#8221; custom_padding_tablet=&#8221;&#8221; custom_padding_phone=&#8221;||0px||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;3_5&#8243; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; custom_css_main_element=&#8221;margin:auto;&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; text_text_color=&#8221;#FFFFFF&#8221; link_font=&#8221;|||||||rgba(255,255,255,0.69)|&#8221; link_text_color=&#8221;#156573&#8243; custom_margin=&#8221;||24px||false|false&#8221; global_module=&#8221;5591&#8243; saved_tabs=&#8221;all&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; link_text_color__hover_enabled=&#8221;on|hover&#8221; link_text_color__hover=&#8221;#FFFFFF&#8221;]<\/p>\n<nav aria-label=\"breadcrumbs\" class=\"rank-math-breadcrumb\"><p><span class=\"last\">Techni&#039;sens<\/span><\/p><\/nav>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.27.6&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;Roboto||||||||&#8221; text_text_color=&#8221;#FFFFFF&#8221; text_font_size=&#8221;40px&#8221; text_line_height=&#8221;1.2em&#8221; header_text_color=&#8221;#FFFFFF&#8221; header_font_size=&#8221;43px&#8221; custom_margin=&#8221;26px||18px||false|false&#8221; hover_enabled=&#8221;0&#8243; text_font_size_tablet=&#8221;40px&#8221; text_font_size_phone=&#8221;24px&#8221; text_font_size_last_edited=&#8221;on|phone&#8221; header_font_size_tablet=&#8221;43px&#8221; header_font_size_phone=&#8221;35px&#8221; header_font_size_last_edited=&#8221;on|phone&#8221; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<h1><strong>Marketing claims: their importance in building the brand bmage of a company, product, or service<\/strong><\/h1>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.25.2&#8243; _module_preset=&#8221;default&#8221; text_text_color=&#8221;#FFFFFF&#8221; header_2_text_color=&#8221;#FFFFFF&#8221; header_2_font_size=&#8221;20px&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p>Claims and statements play a crucial role in building the brand image of a company, product, or service by summarizing its core values and attributes in a single sentence or keyword. They enable effective communication, thereby making it easier for consumers to remember and recognize the brand. For example, a well-chosen claim helps reinforce a positive perception of a product, which can lead to increased customer loyalty and differentiation in the marketplace.  <span style=\"text-decoration: line-through;\"><\/span><\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;2_5&#8243; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; background_enable_image=&#8221;off&#8221; background_size=&#8221;contain&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_image src=&#8221;https:\/\/www.technisens.com\/wp-content\/uploads\/2024\/07\/Claim-marketing.webp&#8221; alt=&#8221;Claim marketing&#8221; title_text=&#8221;Claim marketing&#8221; align=&#8221;center&#8221; _builder_version=&#8221;4.25.2&#8243; _module_preset=&#8221;default&#8221; width_tablet=&#8221;&#8221; width_phone=&#8221;58%&#8221; width_last_edited=&#8221;on|phone&#8221; custom_margin=&#8221;20px||||false|false&#8221; animation_style=&#8221;slide&#8221; animation_direction=&#8221;bottom&#8221; 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global_colors_info=&#8221;{}&#8221;][\/et_pb_image][\/et_pb_column][et_pb_column type=&#8221;3_5&#8243; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; custom_css_main_element=&#8221;margin:auto;&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.27.6&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;Roboto||||||||&#8221; text_text_color=&#8221;#192346&#8243; text_font_size=&#8221;40px&#8221; text_line_height=&#8221;1.2em&#8221; header_font_size=&#8221;40px&#8221; header_line_height=&#8221;1.1em&#8221; custom_margin=&#8221;26px||32px|||&#8221; custom_margin_tablet=&#8221;26px||32px|||&#8221; custom_margin_phone=&#8221;9px||32px||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; hover_enabled=&#8221;0&#8243; text_font_size_tablet=&#8221;40px&#8221; text_font_size_phone=&#8221;22px&#8221; text_font_size_last_edited=&#8221;on|phone&#8221; header_font_size_tablet=&#8221;40px&#8221; header_font_size_phone=&#8221;35px&#8221; header_font_size_last_edited=&#8221;on|phone&#8221; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<h2><strong>What is a marketing claim, and how does it differ from an assertion?<\/strong><\/h2>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.25.2&#8243; _module_preset=&#8221;default&#8221; text_text_color=&#8221;#192346&#8243; link_text_color=&#8221;#000000&#8243; ul_text_color=&#8221;#000000&#8243; ol_text_color=&#8221;#000000&#8243; quote_text_color=&#8221;#000000&#8243; custom_margin=&#8221;-3px|||||&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p>A <strong>marketing claim <\/strong>and an <strong>assertion <\/strong>are terms often used interchangeably in the context of advertising and marketing, but they have distinct nuances depending on their application and context.<\/p>\n<p>Here are the <strong>main differences<\/strong> between a marketing claim and a claim:<\/p>\n<p><strong>Marketing claims: principles and uses<\/strong><\/p>\n<ul>\n<li><strong>Definition: <\/strong>a marketing claim is a statement or promise made by a company regarding a product or service, intended to influence consumers&#8217; perceptions and interest.<\/li>\n<li><strong>Objective:<\/strong> the main objective is to promote a product or service by highlighting its positive features or perceived benefits, in order to differentiate the product from competitors and boost sales.<\/li>\n<li><strong>Nature:<\/strong> marketing claims can be based on verifiable facts or on more subjective and emotional arguments.<\/li>\n<li><strong>Examples<\/strong> :<\/li>\n<ul>\n<li>\u201cThis toothpaste whitens teeth in two weeks.\u201d<\/li>\n<li>\u201cThe fastest smartphone on the market.\u201d<\/li>\n<li>\u201cThe most effective moisturizer, according to consumers.\u201d<\/li>\n<\/ul>\n<li><strong>Regulation:<\/strong> Although marketing claims must generally be truthful and not misleading, they are not always subject to the same regulatory scrutiny as claims, unless issues such as health or safety are involved.<\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_button button_url=&#8221;@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjQzMyJ9fQ==@&#8221; 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transform_scale__hover_enabled=&#8221;on|desktop&#8221; transform_translate__hover_enabled=&#8221;on|hover&#8221; transform_rotate__hover_enabled=&#8221;on|desktop&#8221; transform_skew__hover_enabled=&#8221;on|desktop&#8221; transform_origin__hover_enabled=&#8221;on|desktop&#8221; transform_translate__hover=&#8221;0px|-5px&#8221;][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;0px|||||&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;50px||50px||true|&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_image src=&#8221;https:\/\/www.technisens.com\/wp-content\/uploads\/2022\/06\/Group-291.png&#8221; title_text=&#8221;Group 291&#8243; align=&#8221;center&#8221; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=&#8221;1_6,1_6,1_6,1_6,1_6,1_6&#8243; use_custom_gutter=&#8221;on&#8221; gutter_width=&#8221;1&#8243; make_equal=&#8221;on&#8221; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;0px||0px||true|false&#8221; border_radii=&#8221;on|50px|50px|50px|50px&#8221; border_width_all=&#8221;3px&#8221; border_color_all=&#8221;#8FB99F&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;1_6&#8243; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;#8FB99F&#8221; custom_css_main_element=&#8221;display: flex;||flex-direction: column;||justify-content: center;&#8221; border_radii=&#8221;off|50px|||50px&#8221; border_radii_tablet=&#8221;off|50px|||50px&#8221; border_radii_phone=&#8221;off|50px|50px||0px&#8221; border_radii_last_edited=&#8221;on|phone&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;Roboto|700|||||||&#8221; text_text_color=&#8221;#FFFFFF&#8221; text_font_size=&#8221;22px&#8221; link_text_color=&#8221;#000000&#8243; ul_text_color=&#8221;#000000&#8243; ol_text_color=&#8221;#000000&#8243; quote_text_color=&#8221;#000000&#8243; custom_margin=&#8221;30px||30px||true|false&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p style=\"text-align: center;\">Our DNA<\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_6&#8243; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; custom_padding_tablet=&#8221;&#8221; custom_padding_phone=&#8221;25px||||false|false&#8221; custom_padding_last_edited=&#8221;on|phone&#8221; custom_css_main_element=&#8221;display: flex;||flex-direction: column;||justify-content: center;&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; text_text_color=&#8221;#192346&#8243; link_text_color=&#8221;#000000&#8243; ul_text_color=&#8221;#000000&#8243; ol_text_color=&#8221;#000000&#8243; quote_text_color=&#8221;#000000&#8243; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p style=\"text-align: center;\">Innovation<\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_6&#8243; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; custom_css_main_element=&#8221;display: flex;||flex-direction: column;||justify-content: center;&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; text_text_color=&#8221;#192346&#8243; link_text_color=&#8221;#000000&#8243; ul_text_color=&#8221;#000000&#8243; ol_text_color=&#8221;#000000&#8243; quote_text_color=&#8221;#000000&#8243; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p style=\"text-align: center;\">Creativity<\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_6&#8243; 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ul_text_color=&#8221;#000000&#8243; ol_text_color=&#8221;#000000&#8243; quote_text_color=&#8221;#000000&#8243; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p style=\"text-align: center;\">Appropriate<\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_6&#8243; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; custom_padding_tablet=&#8221;&#8221; custom_padding_phone=&#8221;||25px||false|false&#8221; custom_padding_last_edited=&#8221;on|phone&#8221; custom_css_main_element=&#8221;display: flex;||flex-direction: column;||justify-content: center;&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; text_text_color=&#8221;#192346&#8243; link_text_color=&#8221;#000000&#8243; ul_text_color=&#8221;#000000&#8243; ol_text_color=&#8221;#000000&#8243; quote_text_color=&#8221;#000000&#8243; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p style=\"text-align: center;\">Customer centricity<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; 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use_custom_gutter=&#8221;on&#8221; make_equal=&#8221;on&#8221; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;3_5&#8243; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; custom_css_main_element=&#8221;margin:auto;&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.25.2&#8243; _module_preset=&#8221;default&#8221; text_text_color=&#8221;#192346&#8243; custom_margin=&#8221;||4px|||&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p>More information<\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.27.6&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;Roboto||||||||&#8221; text_text_color=&#8221;#192346&#8243; text_font_size=&#8221;30px&#8221; text_line_height=&#8221;1.2em&#8221; custom_margin=&#8221;3px||33px||false|false&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<h2><strong>The allegation: principles and practices<\/strong><\/h2>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.25.2&#8243; _module_preset=&#8221;default&#8221; text_text_color=&#8221;#192346&#8243; link_text_color=&#8221;#000000&#8243; ul_text_color=&#8221;#000000&#8243; ol_text_color=&#8221;#000000&#8243; quote_text_color=&#8221;#000000&#8243; header_3_font_size=&#8221;18px&#8221; custom_margin=&#8221;||0px||false|false&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<ul>\n<li><strong>Definition:<\/strong> a claim is a more specific and formal statement, often used in a regulated context, to convey precise and verifiable information about a product, particularly regarding its effects or characteristics.<\/li>\n<li><strong>Objective:<\/strong> claims are often used to inform consumers about essential, verified aspects of a product, such as health benefits or nutritional characteristics, and are subject to strict regulatory requirements.<\/li>\n<li><strong>Nature:<\/strong> claims must be based on scientific evidence and comply with applicable regulations. They are generally more factual in nature and must be verifiable. <\/li>\n<li><strong>Examples<\/strong> :<\/li>\n<ul>\n<li>\u201cHigh in fiber\u201d for food products<\/li>\n<li>\u201cHelps lower cholesterol\u201d for dietary supplements<\/li>\n<li>\u201cParaben-free\u201d for cosmetics<\/li>\n<\/ul>\n<li><strong>Regulation:<\/strong> Claims are often heavily regulated. For example, in Europe, nutrition and health claims on food products must be approved by the European Food Safety Authority (EFSA). <\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;2_5&#8243; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_image src=&#8221;https:\/\/www.technisens.com\/wp-content\/uploads\/2022\/06\/Atouts-studio-technisens1.png&#8221; title_text=&#8221;Student-technical advantages(1)&#8221; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; animation_style=&#8221;slide&#8221; animation_direction=&#8221;right&#8221; animation_intensity_slide=&#8221;10%&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; custom_padding_last_edited=&#8221;on|phone&#8221; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; background_enable_image=&#8221;off&#8221; background_size=&#8221;contain&#8221; custom_padding=&#8221;29px||30px|||&#8221; custom_padding_tablet=&#8221;29px||30px|||&#8221; custom_padding_phone=&#8221;17px||30px||false|false&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.25.2&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;||4px|||&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p style=\"text-align: center;\">In what cases?<\/p>\n<p>[\/et_pb_text][dipi_text_highlighter text_highlighter_prefix=&#8221;In what&#8221; text_highlighter_text=&#8221;contexts &#8221; text_highlighter_suffix=&#8221; should one or the other of these two concepts be used?&#8221; highlight_animation_repeat_mode=&#8221;definite&#8221; stroke_color=&#8221;#8FB99F&#8221; stroke_width=&#8221;16px&#8221; highlight_line_cap=&#8221;butt&#8221; shape_v_offset=&#8221;3px&#8221; _builder_version=&#8221;4.27.6&#8243; _module_preset=&#8221;default&#8221; all_text_text_align=&#8221;center&#8221; all_text_font_size=&#8221;30px&#8221; module_alignment=&#8221;center&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;][\/dipi_text_highlighter][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=&#8221;1_2,1_2&#8243; use_custom_gutter=&#8221;on&#8221; gutter_width=&#8221;4&#8243; _builder_version=&#8221;4.25.2&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;1_2&#8243; admin_label=&#8221;registration&#8221; _builder_version=&#8221;4.25.2&#8243; _module_preset=&#8221;default&#8221; animation_style=&#8221;slide&#8221; animation_direction=&#8221;bottom&#8221; animation_intensity_slide=&#8221;10%&#8221; animation_starting_opacity=&#8221;80%&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_image src=&#8221;https:\/\/www.technisens.com\/wp-content\/uploads\/2022\/06\/test-alimentaire.png&#8221; title_text=&#8221;test-food&#8221; align=&#8221;center&#8221; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; transform_translate_linked=&#8221;off&#8221; width=&#8221;70%&#8221; custom_margin=&#8221;||20px||false|false&#8221; global_colors_info=&#8221;{}&#8221; transform_styles__hover_enabled=&#8221;on|hover&#8221; transform_scale__hover_enabled=&#8221;on|desktop&#8221; transform_translate__hover_enabled=&#8221;on|hover&#8221; transform_rotate__hover_enabled=&#8221;on|desktop&#8221; transform_skew__hover_enabled=&#8221;on|desktop&#8221; transform_origin__hover_enabled=&#8221;on|desktop&#8221; transform_translate__hover=&#8221;0px|-10px&#8221;][\/et_pb_image][et_pb_text _builder_version=&#8221;4.25.2&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;Roboto||||||||&#8221; text_font_size=&#8221;20px&#8221; custom_margin=&#8221;30px||15px||false|false&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p style=\"text-align: center;\"><span data-metadata=\"<!--(figmeta)eyJmaWxlS2V5IjoiVHM4YXBuaVNlTHRJSThVcUlvT1R5ViIsInBhc3RlSUQiOjE5NDMwNjc0NDUsImRhdGFUeXBlIjoic2NlbmUifQo=(\/figmeta)-->&#8220;><\/span><strong>Claim marketing<\/strong><\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.25.2&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p style=\"text-align: center;\">Used in advertising campaigns, product packaging, and promotional materials to attract consumers&#8217; attention and encourage purchases.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_2&#8243; admin_label=&#8221;notice&#8221; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; animation_style=&#8221;slide&#8221; animation_direction=&#8221;bottom&#8221; animation_delay=&#8221;300ms&#8221; animation_intensity_slide=&#8221;10%&#8221; animation_starting_opacity=&#8221;80%&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_image src=&#8221;https:\/\/www.technisens.com\/wp-content\/uploads\/2022\/06\/test-cosmetique.png&#8221; title_text=&#8221;test-cosmetique&#8221; align=&#8221;center&#8221; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; transform_translate_linked=&#8221;off&#8221; width=&#8221;70%&#8221; custom_margin=&#8221;||20px||false|false&#8221; global_colors_info=&#8221;{}&#8221; transform_styles__hover_enabled=&#8221;on|hover&#8221; transform_scale__hover_enabled=&#8221;on|desktop&#8221; transform_translate__hover=&#8221;0px|-10px&#8221; transform_translate__hover_enabled=&#8221;on|hover&#8221; transform_rotate__hover_enabled=&#8221;on|desktop&#8221; transform_skew__hover_enabled=&#8221;on|desktop&#8221; transform_origin__hover_enabled=&#8221;on|desktop&#8221;][\/et_pb_image][et_pb_text _builder_version=&#8221;4.25.2&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;Roboto||||||||&#8221; text_font_size=&#8221;20px&#8221; custom_margin=&#8221;30px||15px||false|false&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p style=\"text-align: center;\"><span data-metadata=\"<!--(figmeta)eyJmaWxlS2V5IjoiVHM4YXBuaVNlTHRJSThVcUlvT1R5ViIsInBhc3RlSUQiOjE5NDMwNjc0NDUsImRhdGFUeXBlIjoic2NlbmUifQo=(\/figmeta)-->&#8220;><\/span><strong>Allegation<\/strong> <\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.25.2&#8243; _module_preset=&#8221;default&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p style=\"text-align: center;\">Used primarily on product labels, in official communications, and in contexts where accurate and regulated information is required, such as health or nutrition claims.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; custom_padding_last_edited=&#8221;on|phone&#8221; module_id=&#8221;quali&#8221; _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; use_background_color_gradient=&#8221;on&#8221; background_color_gradient_direction=&#8221;80deg&#8221; background_color_gradient_stops=&#8221;#8fb99f 60%|#428b8a 100%&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;||0px||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; custom_padding_tablet=&#8221;&#8221; custom_padding_phone=&#8221;||39px||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row column_structure=&#8221;1_2,1_2&#8243; use_custom_gutter=&#8221;on&#8221; make_equal=&#8221;on&#8221; custom_padding_last_edited=&#8221;on|phone&#8221; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0px||0px||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; custom_padding_tablet=&#8221;&#8221; custom_padding_phone=&#8221;0px||0px||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; custom_css_main_element=&#8221;margin:auto;&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.27.6&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;Roboto||||||||&#8221; text_text_color=&#8221;#FFFFFF&#8221; text_font_size=&#8221;24px&#8221; text_line_height=&#8221;1.2em&#8221; header_2_text_color=&#8221;#FFFFFF&#8221; custom_margin=&#8221;8px||32px||false|false&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<h2><strong>Practical examples:<\/strong><\/h2>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.25.2&#8243; _module_preset=&#8221;default&#8221; text_text_color=&#8221;#FFFFFF&#8221; link_text_color=&#8221;#000000&#8243; ul_text_color=&#8221;#FFFFFF&#8221; ol_text_color=&#8221;#000000&#8243; quote_text_color=&#8221;#000000&#8243; custom_margin=&#8221;||15px|||&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p>The main difference between a marketing claim and a health claim lies in their purpose, their nature, and the level of rigor and regulation to which they are subject.<\/p>\n<ul>\n<li>Marketing claim: A beverage manufacturer might use a marketing claim such as \u201cAthletes\u2019 favorite energy drink,\u201d which is a general, promotional statement.<\/li>\n<li><strong>Claim: <\/strong>The same beverage could carry a claim such as \u201cA source of vitamin B12, which helps reduce fatigue,\u201d which requires scientific evidence and regulatory compliance.<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; custom_padding_tablet=&#8221;&#8221; custom_padding_phone=&#8221;10px||||false|false&#8221; custom_padding_last_edited=&#8221;on|phone&#8221; custom_css_main_element=&#8221;margin:auto;&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_image src=&#8221;https:\/\/www.technisens.com\/wp-content\/uploads\/2022\/06\/etude-quali.png&#8221; title_text=&#8221;etude-quali&#8221; align=&#8221;center&#8221; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; scroll_vertical_motion_enable=&#8221;on&#8221; scroll_vertical_motion=&#8221;0|50|50|100|-0.5|0|0.5&#8243; scroll_scaling_enable=&#8221;on&#8221; scroll_scaling=&#8221;0|50|50|100|110%|105%|100&#8243; scroll_rotating_enable=&#8221;on&#8221; scroll_rotating=&#8221;0|50|50|100|6\u00b0|3\u00b0|0&#8243; scroll_vertical_motion_tablet=&#8221;0|50|50|100|-0.5|0|0.5&#8243; scroll_vertical_motion_phone=&#8221;0|50|50|100|0|0|0&#8243; scroll_vertical_motion_last_edited=&#8221;on|phone&#8221; scroll_scaling_tablet=&#8221;0|50|50|100|110%|105%|100&#8243; scroll_scaling_phone=&#8221;0|50|50|100|100%|100%|100&#8243; scroll_scaling_last_edited=&#8221;on|phone&#8221; scroll_rotating_tablet=&#8221;0|50|50|100|6\u00b0|3\u00b0|0&#8243; scroll_rotating_phone=&#8221;0|50|50|100|0\u00b0|0\u00b0|0&#8243; scroll_rotating_last_edited=&#8221;on|phone&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; custom_padding_last_edited=&#8221;on|phone&#8221; module_id=&#8221;quality&#8221; _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0px||0px||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; custom_padding=&#8221;||0px|||&#8221; custom_padding_tablet=&#8221;||0px|||&#8221; custom_padding_phone=&#8221;0px||||false|false&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row column_structure=&#8221;2_5,3_5&#8243; use_custom_gutter=&#8221;on&#8221; make_equal=&#8221;on&#8221; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;2_5&#8243; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; custom_css_main_element=&#8221;margin:auto;&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_image src=&#8221;https:\/\/www.technisens.com\/wp-content\/uploads\/2022\/06\/qualite-technisens.png&#8221; title_text=&#8221;qualite-technisens&#8221; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; width_tablet=&#8221;&#8221; width_phone=&#8221;45%&#8221; width_last_edited=&#8221;on|phone&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0px||||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; custom_padding=&#8221;0px||||false|false&#8221; custom_padding_tablet=&#8221;0px||||false|false&#8221; custom_padding_phone=&#8221;0px||||false|false&#8221; custom_padding_last_edited=&#8221;on|phone&#8221; animation_style=&#8221;slide&#8221; animation_direction=&#8221;left&#8221; animation_intensity_slide=&#8221;10%&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][\/et_pb_column][et_pb_column type=&#8221;3_5&#8243; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; custom_css_main_element=&#8221;margin:auto;&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.27.6&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;Roboto||||||||&#8221; text_text_color=&#8221;#192346&#8243; text_font_size=&#8221;24px&#8221; text_line_height=&#8221;1.2em&#8221; custom_margin=&#8221;8px||32px||false|false&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<h3 style=\"text-align: justify;\">Another example<o:p><\/o:p><\/h3>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.25.2&#8243; _module_preset=&#8221;default&#8221; text_text_color=&#8221;#192346&#8243; link_text_color=&#8221;#000000&#8243; ul_text_color=&#8221;#000000&#8243; ol_text_color=&#8221;#000000&#8243; quote_text_color=&#8221;#000000&#8243; custom_margin=&#8221;||15px|||&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p>Let\u2019s take another example: \u201cThis shampoo makes my hair soft.\u201d This is a<strong> marketing claim because this type of sensory claim<\/strong> relates to subjective perceptions and the sensations a product provides.<br \/>It is based on consumers\u2019 individual experiences, such as the feeling of softness in their hair after using the shampoo.<br \/>This statement aims to attract consumers by promising a sensory benefit. It is intended to influence perceptions of the product and encourage sales by highlighting a pleasant experience.<br \/>Unlike health or nutrition claims, which require scientific evidence and regulatory compliance, sensory claims such as \u201csoft hair\u201d do not require strict scientific validation. They are generally based on personal perceptions and can be used freely in marketing as long as they are not misleading.  <\/p>\n<p>Although less stringent than a formal claim requiring scientific evidence, <strong>the sensory claim and assertion tests<\/strong> conducted at Techni\u2019Sens nevertheless <strong>follow a precise methodological framework in accordance with various standards.<\/strong><\/p>\n<p>[\/et_pb_text][et_pb_button button_url=&#8221;@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjQzMyJ9fQ==@&#8221; button_text=&#8221;Contact us&#8221; _builder_version=&#8221;4.17.4&#8243; _dynamic_attributes=&#8221;button_url&#8221; _module_preset=&#8221;default&#8221; custom_button=&#8221;on&#8221; button_text_size=&#8221;14px&#8221; button_text_color=&#8221;#FFFFFF&#8221; button_bg_use_color_gradient=&#8221;on&#8221; button_bg_color_gradient_direction=&#8221;145deg&#8221; button_bg_color_gradient_stops=&#8221;#418a89 0%|#156573 100%&#8221; 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title_text=&#8221;TechniSens cosmetic testing&#8221; align=&#8221;center&#8221; _builder_version=&#8221;4.25.2&#8243; _module_preset=&#8221;default&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;||18px||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; scroll_vertical_motion_enable=&#8221;on&#8221; scroll_vertical_motion=&#8221;0|50|50|100|-0.5|0|0.5&#8243; scroll_scaling_enable=&#8221;on&#8221; scroll_scaling=&#8221;0|50|50|100|110%|105%|100&#8243; scroll_rotating_enable=&#8221;on&#8221; scroll_rotating=&#8221;0|50|50|100|6\u00b0|3\u00b0|0&#8243; scroll_vertical_motion_tablet=&#8221;0|50|50|100|-0.5|0|0.5&#8243; scroll_vertical_motion_phone=&#8221;0|50|50|100|0|0|0&#8243; scroll_vertical_motion_last_edited=&#8221;on|phone&#8221; scroll_scaling_tablet=&#8221;0|50|50|100|110%|105%|100&#8243; scroll_scaling_phone=&#8221;0|50|50|100|100%|100%|100&#8243; scroll_scaling_last_edited=&#8221;on|phone&#8221; scroll_rotating_tablet=&#8221;0|50|50|100|6\u00b0|3\u00b0|0&#8243; scroll_rotating_phone=&#8221;0|50|50|100|0\u00b0|0\u00b0|0&#8243; scroll_rotating_last_edited=&#8221;on|phone&#8221; border_radii=&#8221;on|20px|20px|20px|20px&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][\/et_pb_column][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.17.4&#8243; _module_preset=&#8221;default&#8221; custom_css_main_element=&#8221;margin:auto;&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.27.6&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;Roboto||||||||&#8221; text_text_color=&#8221;#FFFFFF&#8221; text_font_size=&#8221;24px&#8221; text_line_height=&#8221;1.2em&#8221; header_2_text_color=&#8221;#FFFFFF&#8221; custom_margin=&#8221;8px||32px||false|false&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<h2><strong>What are the guidelines for the proper use of claims and statements?<\/strong><\/h2>\n<p>[\/et_pb_text][et_pb_accordion _builder_version=&#8221;4.25.2&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;||6px|||&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_accordion_item title=&#8221;Recommended methodology&#8221; open=&#8221;on&#8221; _builder_version=&#8221;4.25.2&#8243; _module_preset=&#8221;default&#8221; border_radii=&#8221;on|16px|16px|16px|16px&#8221; border_width_all=&#8221;0px&#8221; global_colors_info=&#8221;{}&#8221; toggle_level=&#8221;h4&#8243; toggle_font_size=&#8221;16px&#8221;]<\/p>\n<p>There are many possible methods for justifying, claiming, or asserting something, such as descriptive tests or discriminative tests. When it comes to justifying an assessment or a preference, we refer to these as affective tests. To do this, it is necessary to conduct a consumer test on a representative sample of users.  <\/p>\n<p>[\/et_pb_accordion_item][et_pb_accordion_item title=&#8221;Sample size &#8221; _builder_version=&#8221;4.25.2&#8243; _module_preset=&#8221;default&#8221; border_radii=&#8221;on|16px|16px|16px|16px&#8221; border_width_all=&#8221;0px&#8221; global_colors_info=&#8221;{}&#8221; toggle_level=&#8221;h4&#8243; toggle_font_size=&#8221;16px&#8221; open=&#8221;off&#8221;]<\/p>\n<p>The <strong>sample size<\/strong> affects the accuracy of the results and, therefore, the credibility of the conclusions. Thus, in accordance with the General Guidelines for Conducting Hedonic Tests (which include consumer tests), referencing the <strong>NF V09-500 standard<\/strong>, at least 100 consumers must be surveyed. This sample size ensures that the results are statistically reliable.  <\/p>\n<p>[\/et_pb_accordion_item][et_pb_accordion_item title=&#8221;ISO\/DIS 20784 &#8221; _builder_version=&#8221;4.25.2&#8243; _module_preset=&#8221;default&#8221; border_radii=&#8221;on|16px|16px|16px|16px&#8221; border_width_all=&#8221;0px&#8221; global_colors_info=&#8221;{}&#8221; toggle_level=&#8221;h4&#8243; toggle_font_size=&#8221;16px&#8221; open=&#8221;off&#8221;]<\/p>\n<p>The <strong>ISO\/DIS 20784 standard<\/strong>, for its part, provides recommendations regarding the substantiation of sensory claims and consumption claims.<\/p>\n<p>[\/et_pb_accordion_item][et_pb_accordion_item title=&#8221;Validation&#8221; _builder_version=&#8221;4.25.2&#8243; _module_preset=&#8221;default&#8221; border_radii=&#8221;on|16px|16px|16px|16px&#8221; border_width_all=&#8221;0px&#8221; global_colors_info=&#8221;{}&#8221; toggle_level=&#8221;h4&#8243; toggle_font_size=&#8221;16px&#8221; open=&#8221;off&#8221;]<\/p>\n<p>A claim or assertion must meet a minimum threshold, namely 61% positive responses (binomial distribution) for a sample size of N=100.<\/p>\n<p>[\/et_pb_accordion_item][\/et_pb_accordion][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p><nav aria-label=\"breadcrumbs\" class=\"rank-math-breadcrumb\"><p><span class=\"last\">Techni&#039;sens<\/span><\/p><\/nav> Marketing claims: their importance in building the brand bmage of a company, product, or serviceClaims and statements play a crucial role in building the brand image of a company, product, or service by summarizing its core values and attributes in a single sentence or keyword. They enable effective communication, thereby making it easier for [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"dipi_cpt_category":[],"class_list":["post-7476","page","type-page","status-publish","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.technisens.com\/en\/wp-json\/wp\/v2\/pages\/7476","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.technisens.com\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.technisens.com\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.technisens.com\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.technisens.com\/en\/wp-json\/wp\/v2\/comments?post=7476"}],"version-history":[{"count":5,"href":"https:\/\/www.technisens.com\/en\/wp-json\/wp\/v2\/pages\/7476\/revisions"}],"predecessor-version":[{"id":7481,"href":"https:\/\/www.technisens.com\/en\/wp-json\/wp\/v2\/pages\/7476\/revisions\/7481"}],"wp:attachment":[{"href":"https:\/\/www.technisens.com\/en\/wp-json\/wp\/v2\/media?parent=7476"}],"wp:term":[{"taxonomy":"dipi_cpt_category","embeddable":true,"href":"https:\/\/www.technisens.com\/en\/wp-json\/wp\/v2\/dipi_cpt_category?post=7476"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}