Portuguese translation: argumentos para comunicar os benefícios do produto/marca
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GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)
English term or phrase:
argumentos para comunicar os benefícios do produto/marca
English to Portuguese translations [PRO] Marketing - Marketing / Market Research
English term or phrase:Claims
Qual seria a tradução de claims neste contexto?
MANAGING BRAND ACTIVATION/DELIVERY
Managing regulatory and consumer affairs/service
Developing/substantiating claims based on brand strategies, competition and/or market opportunities and efficiently obtaining regulatory/legal approval:
. Develops conservative claims that are broadly in line with competitors in response to specific requests from marketing teams
. Occasionally takes proactive steps to develop claims, particularly for new launches. Claims are typically conservative and avoid making breakthrough or competitive language. Responds to claims made by competitors revising own product claims, or, in rare occasions by taking legal action
. Proactive development of claims based on brand strategy and market opportunities. Takes appropriate risks with new claims. Quickly responds to competitive claims by revisiting own product claims strategic options. Takes legal action when appropriate
. Continually develops claims that achieve breakthrough consumer appeal with water-tight regulatory support. Actively challenges competitors and has a reputation for successfully pursuing legal battles to manage competitiveness
Explanation: Statement that is used in advertising a product and that addresses some positive aspect of the product's performance or a benefit to be gained from use of that product-for example, "XYZ Soap is 99% pure!" or "XYZ Beer is less filling-and-tastes good!"