1. Select and discuss 1 IMC (integrated marketing communications) format for EACH step.

step 1: build a high level of brand awareness >> provide an anchor point for linking meaning to the brand in later steps.

step2: Link the brand name to its point of parity and difference>> Define the brand's relative advantages

step3: Build a deep emotional connection or "relationship" between brand and targeted customers>> generate powerful, long-lasting barriers to competitors (i.e., SCA "sustainable competitive advantage" )

2. Now, explain how you would determine the effectiveness of the brand building efforts. Why is this research important for a brand?