Read the passage and answer the following questions.

Aroma Coffee House, a boutique café, aims to expand its brand by focusing on the marketing mix. The product is its artisanal coffee, known for unique flavors and organic ingredients. The café ensures appealing packaging, using recyclable and aesthetically designed coffee bags to align with eco-conscious consumers. Its branding strategy emphasizes sustainability and local community support, making it a trusted choice.

The pricing is premium, reflecting the high quality of the coffee beans and exclusivity. They also apply psychological pricing, like $4.99, to appeal subtly. The place involves both a cozy café experience and an online delivery service to cater to a broader audience. For promotion, Aroma relies on social media marketing, influencer collaborations, and loyalty programs.

In line with their marketing philosophy, the café follows a societal marketing concept, prioritizing the welfare of customers and the environment. For instance, they source coffee ethically and support local farmers. Their labeling highlights critical attributes like "organic," "fair trade," and "hand-roasted," catering to health-conscious customers while ensuring clarity and compliance with regulations.

Aroma's integrated approach ensures its appeal to both loyal customers and new markets, balancing ethics with profitability.

What is Aroma Coffee House's primary branding focus?

Sustainability

The correct answer is option 2- Sustainability.

Sustainability is Aroma Coffee House's primary branding focus.

The passage clearly states that Aroma Coffee House’s branding strategy emphasizes sustainability and local community support. Examples include Use of recyclable packaging, Ethical sourcing of coffee, Support for local farmers, Labels like "organic" and "fair trade". All of these align with a sustainability-focused brand image.