Case Study: Coca-Cola
Winning the design Grand Prix at Cannes, two D&AD Yellow Pencils for design and advertising, plus the 2009 Emmy for an Outstanding Commercial. More recently, it was recognised, once again, as the top performer in Best Global Brands 2009, the annual report from brand consultancy Interbrand.
As the world’s most valuable brand, Coke comes in at $68,734 million, some three per cent higher than a year ago. This is no mean feat in a year when the global credit crunch and recession hit the brand, leading consumers to cut back on almost every area of spending – including eating and drinking out. Coke has held its pole position for ten years, staying ahead of other famous brands such as Toyota, Disney, McDonalds, Marlboro and Intel.
Quite simply, there is no other brand like it.
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