Figure 11-6 -Figure 11-6 Above Shows the Sequential Process of Building Brand

Multiple Choice

Figure 11-6
-Figure 11-6 above shows the sequential process of building brand equity. Segment A represents the first step, which is to

A) create a consumer-brand connection.
B) develop positive brand awareness.
C) reward loyal customer behavior.
D) establish a brand's meaning in the minds of consumers.
E) elicit the proper consumer responses to a brand's identity and meaning.