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10 Bulletproof Brands in a Bad Economy

Coca-Cola
Coca-Cola (KO) has remained a leading worldwide brand because its inexpensive product has become a habit for consumers and benefited from its consistency of product and name recognition.

According to BrandZ, Coca-Cola is the sixth-most valuable brand, with a value of nearly $74 billion, an 8% increase over last year.

Separating its product line, traditional Coke was tops among soft drink brands, followed by Diet Coke, which surpassed Pepsi to take the No. 2 spot.

"The shift reflected an ongoing move to diet in the face of health and obesity concerns," BrandZ says. "It happened in a year when the ongoing slide in soda sales slowed, perhaps because consumers needed a pleasurable break from the barrage of headlines about unemployment and the need for sacrifice."

Coca-Cola, according to the report, was aggressive with traditional advertising and, with Pepsi, "relied on innovative social media that asserted the strength of their brands and the emotional bond with customers."

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