In the chapter opening vignette, Puma CEO, Jochen Zeitz, explained why individualism is so important to the shoe company saying, "Like the puma as an animal is not a herd animal, we also want people and our brand to stand for individuality . . ." Puma shoes stay hip through design innovation and also by linking up with other hot icons, such as outfitting the tennis great Serena Williams. Which basic concept of marketing does this illustrate?
A) exchange
B) branding
C) added value
D) marketing concept
E) distribution
Correct Answer:
Verified
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