Figure 11-6
-Figure 11-6 above shows the sequential process of building brand equity.The third step is to elicit the proper consumer responses to a brand's identity and meaning.This step consists of two dimensions,"B" and "C," which stand for __________ and __________.

Question

Quizplus · Accepted Answer

The third step in building brand equity is to elicit proper consumer responses to a brand's identity and meaning. This step consists of two dimensions: "B" for consumer judgments and "C" for consumer feelings. Therefore, the correct answer is C, which stands for consumer judgments and consumer feelings. Choice A is incorrect because "brand emotion" is not a recognized term in the brand equity process. Choice B is incorrect because "brand performance" and "brand imagery" were labels used in the previous step (step 2) of building brand equity. Choice D is incorrect because "brand awareness" and "consumer-brand connection" are not part of this step. Choice E is incorrect because "brand imagery" was a label used in step 2, not step 3.

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