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