Final answer:
Doritos' new color scheme and bold logo are elements that contribute to its Brand Identity, which is a critical aspect of how a brand is perceived and recognized by the public.
Step-by-step explanation:
The new color scheme and bold logo introduced by Doritos are part of its Brand Identity. Brand identity encompasses the visual and sensory-related aspects of a brand, including logos, typography, colors, and marketing materials which collectively create a distinct image in the consumer's mind. The purpose is to create a simple, instantly recognizable symbol that evokes a positive emotional response, similar to the way Pride brands its social marketing campaigns or how other well-known symbols like Pillsbury's "doughboy" and Apple Computer's "bitten apple" function.
In the context of the question, a color scheme and bold logo help define how a brand presents itself to the public and distinguishes it from competitors. This is an essential aspect of a brand's overall marketing strategy and is targeted at generating recognition and emotional connection with the audience.