Final answer:
A brand's DNA is comprised of its heritage, positioning, and values, similar to how origin stories serve various purposes for a group. These components collectively define the brand's unique identity and its connection with consumers.
Step-by-step explanation:
A brand's DNA is based on heritage, positioning, and values. These three components intertwine to create a brand's unique identity and influence how it is perceived by consumers. Heritage refers to the brand's history and tradition; positioning involves how the brand places itself in the market and in relation to competitors; and values signify the core principles and beliefs that guide the brand's actions and communications.
Just as origin stories serve to explain where a group came from, explain a group's place in the world and their relationship to it, and promote a common cultural identity, a brand's DNA helps to establish a connection with its audience. In social marketing, the use of symbols like Rare's "flagship" species works similarly by eliciting an emotional response that can drive behavior change and engender a sense of pride in one's community or environment.