-Figure 10-5 Above Shows the Sequential Process of Building Brand

-Figure 10-5 above shows the sequential process of building brand equity. Segment A represents the first step, which is to __________.

A) create a consumer-brand connection
B) develop positive brand awareness
C) reward loyal customer behavior
D) establish a brand's meaning in the minds of consumers
E) elicit the proper consumer responses to a brand's identity and meaning