268 страниц. 2012 год. LAP Lambert Academic Publishing For fast food brand managers, focusing on brand image and awareness are usually seen as central to the success of marketing campaigns. However, the creation of fast food brand equity required beyond brand image and brand awareness. In this research study, consumer-based brand equity has been simplified into 4 steps, and each of the preceding steps served as a prerequisite for the next successful marketing effort. Therefore, practitioners have to take into consideration that there is no “shortcut”; each of the steps have to be created and brand building process have be monitored consistently. Step 1: Establishing brand awareness, relatively relevant to a specific product class. Step 2: Creating constructive brand cognition. Step 3: Eliciting encouraging brand affect. Step 4: Forming longevity brand conation.