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,"D" and "E," which stand for __________ and __________.

Question

Quizplus · Accepted Answer

The two dimensions in the third step of building brand equity are "D" and "E," which stand for consumer judgments and consumer feelings. These dimensions are essential in eliciting the proper consumer responses to a brand's identity and meaning. Consumer judgments involve rational and cognitive evaluations of the brand, while consumer feelings involve emotional responses to the brand. Together, these dimensions help create strong and positive consumer responses to the brand, thereby building brand equity. Option A is incorrect because brand identity and brand emotion are not the dimensions in this step. Option B is incorrect because brand performance and brand imagery are the dimensions in the second step of building brand equity, not the third step. Option D is incorrect because brand awareness is not a dimension in this step, and the concept of a consumer-brand connection involves building strong relationships with consumers to sustain existing brand equity, which is not the focus of this step. Option E is incorrect because the order of the dimensions is reversed, and consumer feelings are the second dimension in this step.

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