79,213 $m
Though the soft drink giant slips to #3 this year, Coca-Cola has enjoyed a long and illustrious reign as our #1 Best Global Brand for good reason. An enduring classic that has evolved over its 127 years, Coca-Cola remains the most recognizable—and one of the most valuable—brands in the world. Guided by its 2020 Vision goals around innovation, focus, and creativity, 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 a nod to its creative legacy, Coca-Cola was named Creative Marketer of the Year at the 2013 Cannes Lions International Festival of Creativity. During the past year, much of its marketing focused on the global, music-driven “Move to the Beat” campaign for the London Olympic Games, but the creative output didn’t stop there. Coca-Cola not only effectively spread its “Open Happiness” message in more than 200 markets around the world, it also created moments of happiness through the award-winning “Share a Coke” campaign that puts consumers’ names on bottles and cans, and the madcap Coca‑Cola Zero “Unlock the 007 in You” stunt that cross-promoted the James Bond Skyfall movie release in the UK. Coca-Cola’s innovation pipeline also extends to its sustainability platform and packaging, promoting healthy living, and reinventing self-serve beverage dispensers with the Coca-Cola Freestyle dispenser.