An important aspect of The Coca-Cola Company's vision is to "be the brand", inspiring creativity, passion, optimism and fun (The Coca-Cola Company, 2014). Marketing is a key capability of businesses, and Coca-Cola markets itself very effectively. TCCC achieves this not only by marketing its products, but also by marketing its lifestyle. Despite the evolution of its products over time, the company retains its timeless Coke bottle, its motto "Have a Coke and a smile", its unchanging logo and other iconic images, and thus benefits from its status as brand known and trusted around the world. . In conjunction with its strong marketing strategies, Coca-Cola implements another business principle: reliability and consistency of its products. You can go to Coca-Cola again and again for its limited product variety (B. Heuser, personal communication, January 14, 2014). Receiving accolades such as "Marketer of the Year," Coca-Cola is extremely recognizable around the world, and while its products may change over time, the "celebration theme" never changes (Bloomberg TV, 2012). Marketing and reliability, two crucial capabilities of an international company, serve as the foundation for Coca-Cola's success in other areas. TCCC also builds on its strength as a sustainable brand in terms of sustainability and “green”. Founded in 1892, Coca-Cola, which claims its mission is “sustainable,” has continued its mission and profitability over time, affirming its longevity as a company. The company continues to assert its relevance, remaining true to its mission to “achieve sustainable, quality growth” (The Coca-Cola Company, 2014). In addition to its sustainability, Coca-Cola has faced many environmental problems...... middle of paper .......Laszlo, C. & Zhexembayeva, N. (2011). Built-in sustainability: the next big competitive advantage. Great Britain: Greenleaf Publishing Limited. Manyika, J., Remes, J. and Rassey, L. (December 7, 2012). You didn't build this: Is the future of manufacturing really in America? Foreign policy. Retrieved from http://www.foreignpolicy.com/articles/2012/12/07/who_really_did_build_that.Marketline (February 1, 2014). Company Profile: The Coca-Cola Company. Retrieved from Business Source Premier. McKnett, C. (November 2013). Chris McKnett: The logic of investing for sustainability [video file]. Retrieved from https://www.ted.com/talks/chris_mcknett_the_investment_logic_for_sustainability.Polaris Institute (June 14, 2007). Coke further undermines the Colombian investigation. Polaris Institute. Retrieved from http://www.polarisinstitute.org/coke_further_undermines_colombian_investigation.