Keller (1993) suggests that customer-based brand equity (CBBE) is based on a consumers knowledge of the brand. Which of the following statements is not correct?

Select one:

O a. A consumer's knowledge consists of awareness of the brand., both recognition and recall, and the beliefs that a consumer associates with the brand ("associations")

O b. Customer-based brand equity is the property of the organization that owns the brand and because of that ownership, the only criterion of where to take the brand (brand associations sought) should be which of its objectives the organization wants the brand to fulfil.

O c. In deciding which associations the organization wants to own in the customers mind, it should seek those that are strongly held, that the consumer values in making his/her choice and that it can provide better than anyone else, preferably uniquely.

O d. Kellers objective with this research was to ensure that the article builds a theoretical foundation based on past research in consumer behaviour to establish a framework for CBBE