Coca-Cola has retained its position as the world's most valuable soft drinks brand after recording a 19% increase in brand value to US$36.2 billion, according to the latest report by independent brand valuation consultancy Brand Finance. The brand has further widened its lead, as second-placed Pepsi has suffered an 8% drop in brand value to US$18.5 billion.
Aside from calculating overall brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. According to these criteria, Coca-Cola is the world's strongest brand across the food and non-acholic drink sectors, with a brand strength index (BSI) score of 89.94 out of 100 and a corresponding AAA+ brand strength rating.
Coca-Cola is still the most consumed soda in the world, with 1.9 billion servings consumed each day across 200 countries.
The Need "To Evolve With Society"
Brand Finance CEO David Haigh commented, "The soft drinks sector is facing scrutiny like never before in the western world. From high sugar content causing a stir to the backlash over single-use plastic, brands are having to think fast to meet changing needs and circumstances. Although Coca-Cola always has its sheer volume of sales to rely on, the brand needs to evolve with society if it wants to maintain it dominance in the sector."
© 2019 Hospitality Ireland – your source for the latest industry news. Article by Dave Simpson. Click subscribe to sign up for the Hospitality Ireland print edition.
