second step in the sequential process of building brand equity is to __________.

Question

Quizplus · Accepted Answer

The second step in building brand equity is to establish a brand's meaning in the minds of consumers, which involves creating a unique brand identity and communicating it effectively to the target audience. This step helps consumers understand what the brand stands for and what benefits it delivers, which is crucial for developing a positive perception of the brand. Positive brand awareness and creating a consumer-brand connection come later in the process, after the brand's meaning has been established. Eliciting the proper consumer responses to a brand's identity and meaning is also important, but it is a step that follows the establishment of a brand's meaning. Rewarding loyal customer behavior is part of the brand's overall marketing strategy and may be implemented at any stage of the brand equity development process.

Second Step in the Sequential Process of Building Brand Equity