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15 What led to a change in attitudes to brands?
A the influence of consumers on each other
B the personal circumstances of consumers
C more sophisticated marketing
D greater choice of products
16 According to the writer, an attribute of the third age of branding is that
A competing products may serve their purpose equally well.
B the range of products available is too large for all to survive.
C consumers are becoming confused about the products available.
D price has become a key factor in consumers' choice of products.
17 The writer mentions manufacturers of breakfast cereals to illustrate how
A competition can have an impact on a product.
B a brand can lose its popularity despite a strong market for the product.
C advertising can affect sales of a product.
D changes in the popularity of products can cause difficulties.
18 The writer refers to railways to show that brands like this
A do not recognise the value of stretching.
B suffer from having an unattractive image.
C are unlikely to lend themselves to stretching.
D are notoriously difficult to advertise.
19 The writer argues that the stretch from sports shoes into consumer electronics is likely to be successful because
A existing customers have demanded the new products.
B they will be sold in the same outlets.
C the new fines will expand the manufacturer's market.
D there is a connection in the way that the goods can be used.
20 The writer argues that the stretch from soft drinks into clothing
A was a gamble which succeeded.
B built on the popularity of certain types of clothing.
C showed the value of careful planning.
D created production problems for the manufacturer.
