Final answer:
A brand DNA is based on heritage, positioning, and values. These elements shape a brand's identity similarly to how genes determine an organism's traits. They forge a brand's unique story and cultural identity.
Step-by-step explanation:
A brand DNA is indeed based on heritage, positioning, and values. Essentially, a brand's DNA encompasses its origin story, including where it came from, its unique role and relationship with the world, as well as promoting a cultural identity that resonates with the brand's audience. Much like an organism's traits are determined by the specific combination of inherited genes, a brand's identity is shaped by these foundational elements that are deeply ingrained in everything it does.