According to the R&P planning model, in order for ________ to be fully established, the target audience needs to understand how and why the brand exists (i.e. the message context).

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According to the R&P planning model, brand awareness can only be fully established if the target audience understands how and why the brand exists, i.e. the message context. This implies that a clear understanding of the brand's purpose and values is crucial for creating brand awareness. The other options are important factors in building a brand, but they do not necessarily require the target audience to understand the message context.

According to the R&P Planning Model, in Order for ________