The Doritos advertising effort of "Live Mas," which is Spanish for "Live More," is meant to suggest a lifestyle aspiration. If consumers make a connection between the Doritos brand and this promotional effort, then Doritos has created

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The promotional effort of "Live Mas" is meant to create a brand association between the Doritos brand and a lifestyle aspiration. If consumers make this connection, they are more likely to develop a positive view of the brand and potentially become loyal customers. This is not an example of brand ownership, brand extension, brand loyalty, or brand dilution.

The Doritos Advertising Effort of "Live Mas," Which Is Spanish