four steps in the sequential process of building the brand equity pyramid include: (1)developing positive brand awareness; (2)__________; (3)eliciting the proper consumer responses to a brand's identity and meaning; and (4)creating a consumer-brand connection.

Question

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Establishing a brand's meaning in the minds of consumers is the second step in building the brand equity pyramid, as it involves defining what the brand stands for and how it is perceived by consumers.

Four Steps in the Sequential Process of Building the Brand