What is the Coca- Cola brand history, the industry it is in, and its current market position?

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The drink Coca-Cola was originated in 1886 by an Atlanta pharmacist,John S. Pemberton (1831-88), at his Pemberton Chemical Company. His bookkeeper,Frank Robinson, chose the name for the drink and penned it in the flowing script that became the Coca-Cola trademark. Pemberton originally touted his drink as a tonic for most common ailments, basing it oncocainefrom the coca leaf andcaffeine-rich extracts of thekola nut; the cocaine was removed from Coca-Cola's formula in about 1903. Pemberton sold his syrup to local soda fountains, and, with advertising, the drink became phenomenally successful. (The Editors of Encyclopaedia Britannica, 2021).In 1899 the Coca-Cola Company signed its first agreement with an independent bottling company, which was allowed to buy the syrup and produce, bottle, and distribute the Coca-Cola drink. Such licensing agreements formed the basis of a unique distribution system that now characterizes most of the American soft-drink industry. The post-World War IIyears saw diversification in the packaging of Coca-Cola and the development or acquisition of new products. The trademark "Coke," first used in advertising in 1941, was registered in 1945. In 1946 the company purchased rights toFanta, asoft drinkpreviously developed in Germany. ThecontouredCoca-Cola bottle, first introduced in 1916, was registered in 1960. The company also introduced the lemon-lime drinkSprite in 1961 and its first diet cola, sugar-freeTab, in 1963. In 1982 the company introduced its low-calorie sugar-free soft drinkDiet Coke. From 1982 to 1989 the company held a controlling interest inColumbia Pictures Industries, Inc., a motion-picture and entertainment company. New markets opened up for Coca-Cola in the early 1990s; In 1992 the company introduced its first bottle made partially from recycled plastica majorinnovationin the industry at the time (The Editors of Encyclopaedia Britannica, 2021).The Coca-Cola Company is a key global player in the beverage industry. The firm is headquartered in Atlanta, GA and has over 200 bottling partners worldwide. Coca-Cola has been consistently ranked as thetop soft drink brand worldwide, with a global brand value of over 71 billion U.S. dollars. Coca Cola has strategically positioned itself within the world soft drink market.

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