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

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



a.

easing consumers' decision making

b.

forming a brand personality

c.

creating a consumer-brand connection

d.

rewarding loyal customer behavior

e.

developing brand licensing criteria



Answer: creating a consumer-brand connection


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