Consumers' Loyalty to the Old Coke Brand

Competition between Coca-Cola and Pepsi

New Coke — A Lesson in Brand Loyalty

Always Coca-Cola

stretching

range

name

image

placement

lifecycle

loyalty

launch

endorsement

awareness 1. A problem with product ________ is that the celebrities used might get into trouble, which could then cause negative publicity. 2. Brand ________ is declining among shoppers, who are increasingly turning to the cheaper supermarket own-label products. 3. By expanding their product ________, many companies hope to attract new customers. 4. Ferrari’s brand ________ is that of an upmarket, well-engineered, well-designed and sophisticated car. 5. In many countries, the ‘Hoover’ brand ________ has become a synonym for vacuum cleaners. 6. Last year, our company started a huge advertising campaign to support its biggest European product ________ ever. 7. In marketing, the length of time that people continue to buy a particular product is called the product ________ . 8. Several consumer associations are running campaigns to require disclosure of product ________ in all media, including TV, movies and video games. 9. We want more consumers to become familiar with our products. So the aim of our next advertising campaign should be to raise brand ________ . 10. When Bic, the manufacturer of ballpoint pens, moved into windsurf boards, disposable lighters and razors, it was a typical example of brand ________ .

清理酒吧

盘存酒水

安全检查

关闭电源

施工单位

投资人

监理

项目法人

consumers' Loyalty to the Old Coke Brand.

Competition between Coca-Cola and Pepsi.

New Coke--A Lesson in Brand Loyalty.

Always Coca-Cola.

1/4

1/2

1

4