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.