Here we round-up the world’s top 5 non-alcoholic beverage brands, according to Interbrand. Our gallery shows that Coca-Cola excels in reinvention, but is Nescafé running too far too fast with a recent focus on quality over convenience?
1. Coca-Cola - $77.839bn, +8% (1)
As brands such as Coca-Cola and Pepsi “balance on the high wire” Interbrand warns in its ‘Best Global Brands 2012’ report them there are other acts “eager to steal the show”, while the top soft drinks brands must adjust their offerings to reflect evolving consumer preferences.
Interbrand's analyst wrote of No.1 2012 consumer brand Coca-Cola: “The company excels at keeping the brand fresh while maintaining a powerful sense of nostalgia that unites generations of Coke lovers and reinforces consumers’ deep connections to the brand,"
Although Coca-Cola sold millions of drinks on the ground at the London Olympics this summer – one of the few marketing platforms relevant to a global audience – real returns came from global 'viewership', Interbrand said.
A Research Now survey in July gave Coca-Cola a 90% brand awareness score among consumers in the US, Canada, UK, France, Germany and Australia.
“Yet despite its enormous size, Coca-Cola has proven to be nimble, flexible and innovative, adapting to local markets and new eras without diminishing its legacy," according to Interbrand.
Successful digital promotions included its ‘Coca-Cola Music’ promotion, while the brand received accolades for advanced water recovery and employee diversity, and has launched its EKOCYCLE brand initiative to encourage recycling and sustainability among consumers.
“Coca-Cola may be 126 years old, but with more than 50m fans on Facebook, 1.8bn Coke products consumed daily and 3,500 beverages in its diverse portfolio, Coke’s still got it," the Interbrand analysts wrote.
N.B. Throughout this gallery, the US dollar amount relates to the brand's global value; the first ranking position relates to the its position relative to other non-alcoholic drinks brands, the second (in brackets) its overall standing within Interbrand's report.
(Picture Copyright: Samantha Celera/Flickr)
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