Figure 11-6 above shows the sequential process of building brand equity.The second step is to establish a brand's meaning in the minds of consumers.This step consists of two dimensions,"B" and "C," which stand for __________ and __________.

Question

Quizplus · Accepted Answer

The two dimensions of step two in building brand equity are brand performance and brand imagery, which are represented by "B" and "C" in the diagram. Brand performance refers to the tangible benefits that a brand delivers to consumers, while brand imagery relates to the intangible associations and perceptions that consumers have about the brand. Therefore, choice A) is the correct answer.

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