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.The third step is to elicit the proper consumer responses to a brand's identity and meaning.This step consists of two dimensions,"B" and "C," which stand for __________ and __________.

A) brand identity; brand emotion
B) brand performance; brand imagery
C) consumer judgments; consumer feelings
D) brand awareness; consumer-brand connection
E) consumer feelings; brand imagery