This follows brand changes made by Coca-Cola during the pandemic, such as the acceleration of its business transformation model to reduce sugar in its drink offerings and improve environmental sustainability in packaging and recycling. These are likely to have an ongoing effect on its brand value.

“As pandemic restrictions recede in the rear-view mirror, many non-alcoholic brand values are surging. People are once again able to easily get together for a Coke, a Pepsi, a coffee or a cup of tea. This is good for consumers and good for brand values in this sector of the economy,” says Savio D’Souza, head of EMEA Consulting, Brand Finance.

Every year, brand valuation consultancy Brand Finance puts 5,000 of the world’s biggest brands to the test and publishes around 100 reports, ranking brands across all sectors and countries.

Rejuvenating its brand

The iconic and world-leading drinks brand is rejuvenating its brand offering to meet consumer and regulatory demand for low sugar content beverages.

Formerly famous for its sugary sweet flavour, the Coca-Cola brand now offers many zero-sugar products to remain relevant in a competitive industry.

Coca-Cola consumption patterns were disrupted by the pandemic, with a substantial reduction in social gatherings in many parts of the world.
The brand’s innovative ‘Emerging Stronger’ strategy aims to make Coca-Cola an integral part of people celebrating the return of more shared social experiences, while also focusing the company’s efforts on a smaller number of sub-brands.

Strongest soft drinks brand

In addition to brand value, Brand Finance determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance.

Compliant with ISO 20671, Brand Finance’s assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in more than 35 countries and across nearly 30 sectors.

Not only is Coca-Cola the most valuable brand in the ranking, but it is also the strongest brand with a Brand Strength Index (BSI) score of 93.3 out of 100 and a corresponding elite AAA+ brand rating.

Coca-Cola has created an extremely strong brand awareness across the world, with consumers strongly associating the brand with celebrations and positive feelings.

Courtesy of Bizcommunity – read full article here.