The Second Step in the Sequential Process of Building Brand

question 365

Multiple Choice

The second step in the sequential process of building brand equity is to

• A)develop positive brand awareness.
• B)establish a brand's meaning in the minds of consumers.
• C)elicit the proper consumer responses to a brand's identity and meaning.
• D)create a consumer-brand connection.
• E)reward loyal customer behavior.

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Definitions:

Unconscious Inference

A process postulated by Hermann von Helmholtz to explain certain perceptual phenomena such as size constancy. For example, an object is perceived to be at a certain distance and this is unconsciously taken into account in assessing its retinal image size, with the result that size constancy is maintained.

Size Constancy

The perceptual understanding that an object's size remains the same despite changes in the distance from which it is observed.

Perceptual Constancy

The brain's ability to recognize that an object's characteristics remain the same despite changes in the sensory input, such as distance or lighting.

Retinal Image

The image of an object that is projected on the retina. Its size increases with the size of that object and decreases with the object’s distance from the eye.