The Four Steps in the Sequential Process of Building the Brand

question 203

Multiple Choice

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

• A)easing consumers' decision making
• B)forming a brand personality
• C)rewarding loyal customer behavior
• D)establishing a brand's meaning in the minds of consumers
• E)developing brand licensing criteria

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Definitions:

Management By Objectives (MBO)

A management strategy in which employees and managers collaborate to set, monitor, and achieve specific objectives within an organization.

Management By Objectives (MBO)

A strategic management model where goals are defined for each employee and performance is assessed on the basis of achieving these objectives.

Theory X

A management theory assuming that employees are naturally unmotivated and need strict supervision and control to be productive.

Conceptualization

The process of defining clear, distinct ideas or theories.