1) Coca-Cola Company announced in 1985 that they were going to change the brand name as well as the original taste of the cola; the very distinct and original taste that was known to the customers for almost a hundred years. Coca-Cola’s loyal customers were extremely unhappy that their trusted brand was making changes and reacted to this inundating the company with dissatisfaction, defending Coca-Cola like they held a private stake in the company. One group in Seattle threatened to sue the company. The company understood that this and along with the outpour of customers who did not want the change listened and decided not to change the brand name nor the taste. “Attitude represents a person’s favorable or unfavorable feelings toward the object in question”. Since Coca-Cola has been a staple cola in the homes of people everywhere for over a hundred of years becoming part of the family both daily and during holidays, Coca-Cola became a tradition among the brand loyal, meaning the customer became attached or had bonded with the product and a change of this size, out of the blue, would have a negative impact. This relationship with the product crossed the limits of simple loyalty. There is a variety of choices for a customer, although anyone loyal to Coca-Cola can attest to the one main reason for sticking with the brand, taste. Coca-Cola has a very distinct taste compared to their competition, which all taste the same from one cola to another in my opinion anyway. Therefore, a less loyal customer would simply move on and buy an alternative product that is similar to this one. By taking this action it can be said that Coca-Cola demonstrated a “door on the face” technique. They scared their customers with a threat of such a drastic change. The Coca-Cola Company did though rebranded the original product, calling the original “Coca – Cola Classic”, which resulted in a