There are four stages of brand building: Awareness, Familiarity, Positive Imagery, and Completed Transaction.
Awareness — this first step introduces the brand to the consumer so the consumer can recognizes and be able to recall the brand later on.
Familiarity — suggests some knowledge of the product, its features, services offered and measured by asking about recall of message points from the ad.
Creates Positive Imagery – it is created by marketing programs that link strong, favorable, and unique associations to the brand in memory.
Completed Transaction: should be the beginning of a relationship, not the end of the process.