Answer:
Core Values
Explanation:
Brand personality refers to human traits, emotions etc which are conveyed through brand punchline/taglines. Words leave a lasting impression and thus, brand personality helps a brand name to connect with buyers own values and traits as they are able to identify themselves with such taglines.
Secondly, tone of the brand refers to the message conveying tone, whether tender or aggressive words form part of the tagline.
Core values refer to the values and beliefs of the organization which it reflects in it's tagline. Core values help a brand connect with it's customers on conscience level and morals.
The given case corresponds to a brand's core values emphasized in the tagline with words such as care, respect and empowerment.
