American Express'- "Worldclass Service, Personal Recognition," Mary Kay's - "Enriching women's lives," Hallmark's- "Caring Shared," and Starbucks'-"Rewarding Everyday Moments" are examples of ________.
A) brand mantras
B) brand parity
C) brand identity
D) brand architecture
E) brand extension

Question

Quizplus · Accepted Answer

These are examples of brand mantras, which are short, three to five-word phrases that capture the essence of a brand and its promise to consumers. They are used internally to align employees around the brand and externally to communicate the brand's position to customers.