Brand value increases across categories

Part 3 | The Categories
Soft Drinks
BUBBLE BURSTING FOR COLAS
BUT OTHER BEVERAGES FLOW Definition
Health concerns remain key issue
74 BrandZ Top 100 Most Valuable Global Brands 2013
COLA BRANDS promised to deliver
the trifecta of hydration, refreshment
and taste.
But consumers in developed markets
wanted more. To fit the needs of their overscheduled
lives, they expected the brands
to multitask, adding functional benefits,
like an energy boost to the basic thirstquenching
proposition. And consumers
continued to worry about the healthiness
of carbonated soft drinks (CSD).
The new, more inclusive definition of
the BrandZ non-alcoholic beverage
category recognizes these trends. The
The soft drink category was
expanded this year and includes
these non-alcoholic ready-todrink
beverages: carbonated soda
drinks (CSDs), juice, bottled water,
functional drinks (sport and energy),
coffee and tea (hot and iced).
Top 15 Soft Drinks
Brand value
2013 $M
highly valued juice, coffee and tea brands
that now appear in the ranking reflect
both the attitudes of consumers who
prefer these drinks and those who select
them as alternatives to carbonation.
CSD sales were especially challenged
in markets like Western Europe, with an
aging population and sluggish economy.
To balance slacking demand, Coca-Cola
and Pepsi looked to fast growing markets,
like China and India, where consumers
are less likely to have a soda drinking
habit and tea is a more traditional drink.
Among strategies implemented by the
beverage brand leaders were:
Shopper marketing
Brands continued heavy
investment to win share, especially
in the flat cola sector.
Pairing with food
They attempted to increase volume by
marketing connected to meal occasions.
Brand extension
Brands added new options to meet
consumer desire for healthier and
more functional beverages.
Brand
contribution
Brand value %
change 2013 vs 2012
1 Coca-Cola 64,698 5 7%
2 Diet Coke 13,717 4 -2%
3 Red Bull 10,558 3 6%
4 Pepsi 9,799 4 -5%
5 Nescafé 5,639 3 New
6 Tropicana 4,808 4 New
7 Nespresso 4,478 4 New
8 Sprite 4,127 2 9%
9 Fanta 3,974 2 -1%
10 Gatorade 3,750 3 9%
11 Mountain Dew 2,495 4 -3%
12 Minute Maid 2,296 3 New
13 Dr. Pepper 2,236 4 5%
14 Diet Pepsi 2,230 3 -2%
15 Nestea 1,852 3 New
Valuations include data from BrandZ, Kantar Worldpanel, Kantar Retail and Bloomberg.
Brand Contribution measures the influence of brand alone on earnings, on a scale of 1 to 5 (5 highest).
Food & Drink | Soft Drinks
Up 5%
75