Coca-Cola is still the world’s most valuable soft drink brand
By our News Team | 2022
No surprises as Coke and Pepsi fill top spots in latest survey of non-alcoholic drinks brands. Their values rise by 7% and 12% respectively.
Coca-Cola, with a brand value up 7% to US$35.4-billion, is the world’s most valuable brand in the non-alcoholic drinks sector, according to a new report from brand valuation consultancy, Brand Finance.
“The iconic drinks brand is rejuvenating its brand offering to meet consumer and regulatory demand for low sugar content beverages,” Brand Finance says in a media statement. “Formerly famous for its sugary sweet flavour, the Coca-Cola brand now offers many zero-sugar products to remain relevant in a competitive industry.”
Photo by Breston Kenya from Pexels
The top 25 most valuable and strongest non-alcoholic drinks brands are included in the annual Brand Finance Non-Alcoholic Drinks 25 ranking.
According to the study, Coca-Cola consumption patterns were disrupted by the pandemic, with a substantial reduction in social gatherings in many parts of the world.
Brand changes made by company 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, are likely to have an ongoing effect on its brand value.
The return of more shared social experiences
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.
Savio D’Souza, Head of EMEA Consulting, Brand Finance, commented: “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.”
Not only is Coca-Cola the most valuable brand in the ranking, but it is also the strongest brand with a Brand Strength Index score of 93.3 out of 100, and a corresponding 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,” the researchers note.
Pepsi (brand value up 12% to US$20.7-billion) has retained its position as the second most valuable, and second-strongest, brand in the non-alcoholic drinks sector with the evolution of its brand strategy; one that places sustainability and human capital at the centre of how it creates growth and value.
It has a Brand Strength Index (BSI) score of 90.1 out of 100 and a corresponding AAA+ rating.
“Pepsi also acknowledges a new business reality whereby consumers are becoming more interested in the future of the planet and society,” the study says.
The top five strongest soft drink brands in 2022, according to Brand Finance, are: