Marketers at a large multinational corporation are reevaluating the company's brand following acquisition of a new group of companies. Particularly, they are interested in redefining the company's core characteristics and overall vision, also referred to as _______.
A. Brand extension
B. Brand destiny
C. Brand architecture
D. Brand portfolio
E. Brand personality
Answer: B - Marketers at a large multinational corporation are reevaluating the company's brand following acquisition of a new group of companies. Particularly, they are interested in redefining the company's core characteristics and overall vision, also referred to as brand destiny. Brand destiny represents those values and characteristics of a company beyond making profits. For example, a basketball team may wish to be the "best of the best," not just win games. Similarly, a company like Apple may pride itself as an innovator in media and creative arts software. While there are other competitors in the market, its brand destiny distinguishes it and answers the question: why does a company exist?