Figure 10-6 -Figure 10-6 Above Shows the Sequential Process of Building Brand

question 37

Multiple Choice

Figure 10-6
-Figure 10-6 above shows the sequential process of building brand equity. F represents the fourth and last step, which is to

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

---

Definitions:

Product Placement

A marketing strategy where branded goods or services are placed in a context usually devoid of ads, like movies or TV shows.

Product Advertisements

Marketing communications that promote and provide information about goods to entice potential buyers.

Objectives

Specific, measurable goals that are planned to achieve a broader aim or strategy.

Point-of-purchase Display

Marketing or advertising materials placed where products are sold, typically at retail locations, to influence consumer buying decisions.