When Sierra thinks about Chick-Fil-A, she immediately thinks about the high quality chicken sandwich that she last ate there, served hot and fresh by fast and friendly employees. Next, she recalls the clever cows that she is used to seeing on local billboards and in store to promote the brand. The _____________, fill in the blank, of the Chick-Fil-A brand is firmly established in her mind, based on how the brand communicates with her and ultimately provides a positive experience.