The consumer backlash caused by the introduction of New Coke indicated that the brand equity of Coca-Cola relied heavily on brand ________.

A) sponsorships
B) communities
C) promotion
D) heritage

Brand Heritage

The value and beliefs a brand embodies, derived from its history and tradition.

New Coke

A reformulation of Coca-Cola introduced in 1985, which was ultimately considered a major marketing failure.

Brand Equity

The value and strength of a brand that arises from consumer recognition, preference, and loyalty, influencing business performance and market share.