| competitors | Branding provides a way for a firm to differentiate its product offerings from those of its _____. |
| consumers | Brand awareness measures how many _____ in a market are familiar with the brand. |
| rebranding strategy | Doritos’ new color scheme and bold logo are part of its _____. |
| brand associations | Frito-Lay’s spending on advertising and promotion of Doritos’ taste and smell was designed to create _____. |
| brand loyalty | Consumers’ trust for Frito-Lay’s brands leads to _____. |
| perceived value | The relationship between the benefits and cost of Doritos is called _____. |
