This report examines the brand management strategies employed by Coca-Cola, a global beverage giant. It delves into the company's brand portfolio, brand hierarchy, and brand equity management techniques. The report also analyzes the brand extension and line extension strategies of Minute Maid, a subsidiary of Coca-Cola, and explores the concept of brand collaboration. Furthermore, it investigates different methods for measuring and managing brand value, using Kinley, another Coca-Cola brand, as an example. The report concludes by highlighting the importance of effective brand management for achieving success in the global marketplace.