Research shows that five dimensions (awareness, associations, attitudes, attachment and activity) are important measures of the customer mindset (CBBE model). The Brand Asset Valuator (BAV) also captures aspects of the customer mindset. Consider the eco-cleaning or hygiene cleaning brand you studied in your brand equity project and answer the following:

a) Discuss each of these dimensions and their importance as a consumer mindset measure. For each dimension devise a relevant question that would allow that aspect of the consumer mindset to be measured.

b) Explain the four components of the Brand Asset Valuator (BAV) and its relevance as a measure of brand strength and stature to these eco-cleaner/hygiene cleaning brands. Your answer must also discuss how the BAV is both similar and different from the CBBE model.