The Four Steps in the Sequential Process of Building the Brand

question 339

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 an intense,active,and loyal 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:

Group Pressures

Different forms of influence that a group may exert on individual members to conform to certain behaviors or beliefs.

Scalar Chain Principle

A concept in organizational theory that suggests a clear line of authority from the top management to the lowest ranks.

Hierarchical Structure

An organizational structure where entities are ranked one above the other according to authority or status.

Managerial Overrides

When a manager or leader bypasses existing procedures, policies, or systems, often to make a decision or take direct action.