The report ranks what it deems the 100 most valuable brands on criteria that include financial performance, the role the brand plays in influencing the choices made by consumers and the brand’s ability to help its parent’s earnings.
“We remain very humble that we’re in that top spot,” said Joseph V.
Tripodi, executive vice president and chief marketing and commercial
officer at the Coca-Cola Company. Mr. Tripodi has spoken frequently
about how increasing the effectiveness of ads will help the company
increase its revenue to $200 billion in 2020, from $95 billion in 2008.
