Figure 11-6 -Figure 11-6 Above Shows the Sequential Process of Building Brand

question 40

Multiple Choice

Figure 11-6
-Figure 11-6 above shows the sequential process of building brand equity.The second step is to establish a brand's meaning in the minds of consumers.This step consists of two dimensions,"D" and "E," which stand for __________ and __________.

• A) brand identity; brand emotion
• B) brand performance; brand imagery
• C) consumer judgments; consumer feelings
• D) brand awareness; consumer-brand connection
• E) consumer feelings; brand imagery

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Definitions:

Transactive Memory

A process by which members of a small group remember different kinds of information.

Group Bond

The sense of solidarity or attachment among members of a group, fostering unity and support.

Groupthink

The tendency of group members to think alike, especially when doing so leads to bad decisions.

Commons Dilemma

A situation in which individuals or groups must balance personal interests with the collective good in the management and consumption of shared resources, often leading to conflicts over resource distribution.