Ch 11: Video Case – Frito Lay: Integrated Marketing Communications – Flashcards
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Branding provides a way for a firm to differentiate its product offerings from those of its _____.
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competitors
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Brand awareness measures how many _____ in a market are familiar with the brand.
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consumers
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Doritos' new color scheme and bold logo are part of its _____.
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rebranding strategy
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Frito-Lay's spending on advertising and promotion of Doritos' taste and smell was designed to create _____.
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brand associations
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Consumers' trust for Frito-Lay's brands leads to _____.
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brand loyalty
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The relationship between the benefits and cost of Doritos is called _____.
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perceived value
