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In simpler terms, a bond issuer is like a borrower who takes out a loan by issuing bonds to investors. These investors then receive regular interest payments from the issuer, known as the coupon rate. When the bond reaches its maturity date, the issuer returns the initial amount borrowed, also known as the principal, to the bondholder. The coupon rate is closely tied to the creditworthiness of the issuer, market forces, and the duration of the bond.