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Company: The Coca Cola Company

Brand Value: $76,388 Million

Headquarters: Atlanta, GA

Industry: Soft drinks

Year formed: 1886

With a red-and-white logo recognized by more than 94% of the world’s population, Coca-Cola is the definition of a global brand. It sells its signature soft drink, as well as several related sub-brands, like Diet Coke and Coke Zero, in more than 200 markets around the world. The brand began life as a patent medicine invented and marketed by drugstore owner John Pemberton. During the 20th century it built its brand through many innovative advertising campaigns (one of which helped cement the popular conception of Santa Claus in the United States), eventually driving its parent to become the world’s largest beverage company. Every day, consumers drink more than 1.9 billion servings of Coca-Cola products. Coke has always taken great care to protect its identity, holding its retailers to high standards, including monitoring everything from the shape of its bottles to its signature font and color scheme. The brand finds itself in a category under pressure, as public taste for sugar beverages declined to a 30-year low in 2016. But in its marketing, it continues to associate itself with happiness and good times, and its recent, upbeat “Share a Coke” campaign has won praise from consumers and retailers alike.