The Coca-Cola Company was ranked in Interbrand’s Best Global Brands for 2013 as being the third most recognized brand worldwide. Coca-Cola Company has been the leading soft drink producer for many years on a global scale, most recently in 2011 holding an overall market share in the soft drink and beverage industry, of 25.90%. As compared to its rival Pepsi&Co. with an 11.50% share in the market, in its 127 years of establishment the Coca-Cola Company’s brand has made it to the top of the most valued brands worldwide.

The company is as much of a cold beverage producer and innovator, as it is a marketing company. As Interbrand summarized, “Coca-Cola achieves impressive global presence through standout ad campaigns, bold design, digital savvy, and a simple, universally relevant theme that weaves throughout the brand’s communications: happiness.”

In 2006, the Coca-Cola Company spent $2.6 billion for worldwide advertising expenditures. Although 2006 is the last year that Coca-Cola published information of such expenditures on its website, the amount  is more than astonishing, and can help put an understanding to the resources that Coca-Cola employs and empowers to maintain brand recognition.

Brand recognition is an essential part to the success of any company. It helps build relationships between buyers throughout multiple levels: suppliers, retailers, and customers. Most importantly, it helps to establish brand loyalty within the company’s consumer base. An integral part of Coca-Cola’s marketing strategy, a behavioural variable that is both applicable and forthcoming in Coca-Cola’s target market around the world.

Global Locations Where Coca-Cola Products Are Sold 

Labeled locations are where Coca-Cola products are not sold.