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 is to elicit the proper consumer responses to a brand's identity and meaning through consumer judgments and consumer feelings. Option A (brand identity/brand emotion) focuses only on the brand's identity and emotion, not on consumer responses. Option B (brand performance/brand imagery) focuses on the brand's performance and imagery, which are important components of brand equity but not specifically related to eliciting consumer responses. Option D (consumer feelings/brand imagery) places emphasis on consumer feelings and brand imagery, but it reverses the order of importance from what is specified in the question, where consumer judgments are listed first. Therefore, the best answer is C.

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