According to the creative brief used by Leo Burnett,which of the following refers to a brand character statement?
A) It refers to a specific, concise description of what the brand is supposed to accomplish.
B) It refers to a brief description of the evidence that backs up the brand promise.
C) It refers to short-term emotional descriptions of the brand's advertising strategy.
D) It refers to a long-term description of the enduring values of a brand.

Question

Quizplus · Accepted Answer

Procter & Gamble and Leo Burnett use a simple creative brief with three parts: objective statement, support statement, tone or brand character statement. Brand character statements are long-term descriptions of the enduring values of the brand-things that give the product brand equity.

According to the Creative Brief Used by Leo Burnett,which of the Following