BRAND VALUATION

Coca-Cola is still the world’s most valuable soft drink brand

By our News Team | 2021

Like the entire beverage industry worldwide, Coke has had a tough year. But it remains the top brand in its category.

Brand Finance, a leading independent brand valuation and strategy consultancy, has released its Food & Drink 2021 report which, among other things, ranks the most valuable and strongest beverage brands worldwide.

One of the most notable aspects of the annual study is that soft drink brands have been severely impacted by the fallout from the Covid-19 pandemic, with the total value of the world’s top 25 most valuable soft drinks brands declining by 6% – from $114,8bn in 2020 to $107,5bn in 2021.

“The Covid-19 pandemic has put a huge amount of pressure on the food and drink industry globally, from disrupted supply chains and panic buying to a complete change in consumer habits,” observed Savio D’Souza, Valuation Director at Brand Finance.

“The result of this has led to [most] brand values suffering this year. The future is not bleak, however. Brands with high levels of familiarity and reputation are likely to bounce back successfully as we begin the return to normality.”

Coca-Cola’s brand value declined by 13%

Coca-Cola, has once again been named the world’s most valuable soft drink brand, despite recording a 13% brand value decline to $33,2bn. Coca-Cola thus maintains a healthy lead over rival Pepsi, which sits in second place with a brand value of $18,4bn.

In addition to measuring 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 also the world’s strongest soft drink brand – and the fourth-strongest brand in the world.

With a rich 129-year history, Coca-Cola is still the most consumed soda in the world, with a staggering 1,9 billion servings across 200 countries each day. As with other brands globally, however, Coca-Cola’s parent company has not been immune to the impact of Covid-19, with the multinational forced to restructure and cut over 2 000 jobs.

Red Bull came in third in the 2021 rankings. Founded in 1987, the Austrian-based brand is known for its unique marketing strategy which embraces extreme sports, celebrity endorsements, music, and more – an approach that sets it apart when it comes to connecting with consumers.

The Top 10 Most Valuable Soft Drink Brands in 2021 are as follows:

  1. Coca-Cola
  2. Pepsi
  3. Red Bull
  4. Nescafe
  5. Monster Energy
  6. Sprite
  7. Gatorade
  8. Dr Pepper
  9. Mountain Dew
  10. Lipton Iced Tea

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