Scenario: A leading FMCG brand wants to increase customer loyalty and create stronger emotional connections with their target audience. The company plans to use Keller's Brand Equity Model, focusing on building strong brand awareness and positive brand associations. The company aims to work through the four levels of brand development: Brand Identity, Brand Meaning, Brand Response, and Brand Resonance.

Question:
What is the most crucial step in Keller’s Brand Equity Model that the company should focus on to create a lasting emotional connection with its customers?