Brand mantras typically are designed to capture the brand's ________, that is, what is unique about the brand.

Question

Quizplus · Accepted Answer

Brand mantras are short, three-to-five-word phrases that capture the essence or unique selling proposition (USP) of a brand. This USP is often referred to as the brand's points-of-difference. Thus, option E, points-of-difference, is the correct answer. Points-of-parity refer to the similarities or associations shared with other brands in the same product category. Points-of-conflict and points-of-inflection are not well-recognized terms in branding. Points-of-presence refer to the various ways in which a brand is represented to its customers.

Brand Mantras Typically Are Designed to Capture the Brand's ________