Most recognized brand in the world
The original soda.
Coke is traditional and reliable worldwide. They have created a fleet of brand followers who embrace it in their everyday lives.
The company created the image of Santa Clause and values family tradition.
Building Brand Equity
Competitors such as Pepsi and other sodas entered the marketplace. Coke however, had solid partnerships in place with McDonald's, the Olympics, different universities, and movie theatres for example, which helps them hold their market dominance. These associations help introduce the brand to kids at a younger age. In order to combat negative health concerns towards the brand, they expanded their portfolio with Vitamin Water and other beverages that attract a new consumer.
In terms of promotions, Coke sponsors many events and provides swag and samples to consumers.