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) eliciting the proper consumer responses to a brand's identity and meaning; and (4) __________.

A) easing consumers' decision making
B) forming a brand personality
C) creating a consumer-brand connection
D) rewarding loyal customer behavior
E) developing brand licensing criteria