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The Coca-Cola bottle is 100 years old.

Designed to be identifiable in the dark, the bottle, together with its contents, represents the Coca-Cola Company’s “brand value”.

This is immense: today’s stock market value of Coca-Cola is around $170 billion.

If you subtract from that sum the company’s very much smaller tangible assets, the huge sum left over, “is the cash value of the brand that Alex Samuelson’s 1915 bottle did so much to create”.

Source: The Spectator, Stephen Bayley, 7 February 2015.
blueprint brief – 11th February 2015