When a Marketer Expresses His or Her Vision of What

question 62

Multiple Choice

When a marketer expresses his or her vision of what the brand must be and do for consumers,they are expressing what is called ________.

• A) a brand promise
• B) a brand mission
• C) brand equity
• D) a brand position
• E) a brand concept

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Definitions:

Integrity

The quality of being honest, having strong moral principles, and consistency in actions and values.

Self-determination

The process by which a person controls their own life, making choices and decisions based on their own preferences and interests.

Paternalism

Paternalism refers to a behavior or attitude where an authority restricts the freedom or responsibilities of those subordinate to them, supposedly in the latter's best interest.

Coercion

The act of compelling someone to act in a certain way by use of force or threats.