Figure 11-6
-Figure 11-6 above shows the sequential process of building brand equity.Segment A represents the first step,which is to

Question

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The four steps in the sequential process of building the brand equity pyramid are: (1)developing positive brand awareness and an association of the brand in consumers' minds with a product class or need to give the brand an identity;(2)establishing a brand's meaning in the minds of consumers,which consists of two dimensions-brand performance and brand imagery;(3)eliciting the proper consumer responses to a brand's identity and meaning,which consists of two dimensions-consumer judgments and consumer feelings;and (4)creating an intense,active,and loyal consumer-brand connection.

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