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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 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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