NEW YORK -- Despite doubling its value since 2006, Coca-Cola has slipped over the past 10 years from the No. 3 most-valuable global brand to No. 8. That’s according to Millward Brown’s 10th annual BrandZ Top 100 Most Valuable Global Brands study released this week.
Coca-Cola’s decline is less a result of its own value than it is in growth by other brands and other brand categories, particularly technology.
In 2006, the Coca-Cola brand, which includes original, lights, diets and Zero, was valued at $41.4 billion, trailing only Microsoft ($62.0 billion) and GE ($55.8 billion). Today, the Coca-Cola brand is worth $83 trillion but now trails behind Apple ($247.0 billion), Google ($173.7 billion), Microsoft ($115.5 billion), IBM ($94.0 billion), Visa ($92.0 billion), AT&T ($89.5 billion) and Verizon ($86.0 billion). Rounding out the top 10 most-valuable global brands are McDonald’s ($81.1 billion) and Marlboro ($80.4 billion). It was No. 6 on the 2014 list.
"Two iconic brands that ranked in both the 2006 and 2010 top 10--Coca-Cola and McDonald’s--illustrate how a powerful brand can sustain a business through difficult transitions," the report states. "Both brands adjusted their products and communications to more effectively address consumer concern about health and calorie intake.”
All beverage brands on the Top 100 list include:
Value (in billions)
|No. 94||Red Bull||$11.4||5%||-3|
* Percent change from a year ago
Source: BrandZ Top 100 Most Valuable Global Brands 2015
The soft-drink category as a whole saw its brand value grow 118% since 2006 top $153.6 billion, according to the report. The value of beer brands, meanwhile, grew 183% to $78.6 billion.
Click here to download the complete BrandZ report.