Ch 11: Video Case – Frito Lay: Integrated Marketing Communications

competitorsBranding provides a way for a firm to differentiate its product offerings from those of its _____.
consumersBrand awareness measures how many _____ in a market are familiar with the brand.
rebranding strategyDoritos’ new color scheme and bold logo are part of its _____.
brand associationsFrito-Lay’s spending on advertising and promotion of Doritos’ taste and smell was designed to create _____.
brand loyaltyConsumers’ trust for Frito-Lay’s brands leads to _____.
perceived valueThe relationship between the benefits and cost of Doritos is called _____.