In the context of positioning and naming, the claim is more important than the slogan. Ultimately, a suitable claim is derived from the positioning of the company, for in good positioning, the claim (brand promise) and reason why, benefit, and reason to believe (proof of utility) are sufficiently formulated, the inner claim (for use internal to the company) is defined, and the core of the brand is succinctly described. This builds the basis for the development of the claim, which is to convey the basic promise of the company in a few words in a descriptive or emotional way. Typical rhetorical devices for a claim are, among others, appeal, comparison, alliteration, analogy, rhetorical question, and metaphor. In any event, a claim is something of lasting value. It communicates the position of the brand over the long term — to employees, customers, suppliers, and partners. The claim makes an essential contribution to building the brand over the long term and enforcing the identity of the brand in the market.