Card 3 / 204: According to your Launch! textbook, "…a branding strategy creates a clear picture of the values your product or service represents." Coca-Cola is a strong American brand that creates value to the consumer by providing a lifestyle product. Yet, when Coca-Cola introduced New Coke in 1985, it was a colossal failure. The product was removed from the shelves within 3 months. What significant strategic mistake did the Coca-Cola company make?
A) The company did not change the product's packaging to match the new product's image.
B) The new brand was too similar to Pepsi's products.
C) The company did not understand the relationship consumers had with the product and what the brand meant to consumers.
D) The company's new advertising campaign did not effectively communicate the new product's attributes.
E) The company was unable to obtain enough shelf space in stores. Retailers did not want to remove the very profitable original Coke product.

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