Figure 11-4

-In Figure 11-4, "B" and "C" represents the third step in the sequential building process of brand equity which would be to elicit the proper consumer responses to a brand's identity and meaning through __________.

Question

Figure 11-4
 
-In Figure 11-4, "B" and "C" represents the third step in the sequential building process of brand equity which would be to elicit the proper consumer responses to a brand's identity and meaning through __________.

Quizplus · Accepted Answer

The third step in the sequential building process of brand equity involves eliciting the proper consumer responses to a brand's identity and meaning through consumer judgments (evaluations of the brand) and consumer feelings (emotional reactions to the brand). Brand performance and imagery, as well as brand emotion and identity, are components of the earlier steps in the process. Therefore, option D, consumer judgments and consumer feelings, is the correct choice.

Figure 11-4 -In Figure 11-4, "B" and "C" Represents the Third Step