According to your Launch textbook a branding Melinda @Berkeley Advertising

Question 2 / 200: 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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https://www.jobilize.com/advertising-promotion-quiz-by-charles-jumper-melinda-salzer

Advertising & Promotion BUS210

Access: Public Instant Grading

Prof.Melinda SalzerProfessor

Berkeley College

USA

Attribution: Charles Jumper and Melinda Salzer. Advertising & Promotion (The Saylor Academy 2014), http://www.saylor.org/courses/bus306/

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