The Four Steps in the Sequential Process of Building the Brand

Multiple Choice

The four steps in the sequential process of building the brand equity pyramid are: (1) developing positive brand awareness; (2) establishing a brand's meaning in the minds of consumers; (3) __________; and (4) creating an intense, active, and loyal consumer-brand connection.

A) forming a brand personality
B) easing consumers' decision making
C) developing brand licensing criteria
D) rewarding loyal customer behavior
E) eliciting the proper consumer responses to a brand's identity and meaning