According to Inter brand Corporation, the Coca-Cola brand name (not the company) is worth $67 billion. At least theoretically, this is what Coke could get for the name if it decided to sell it to someone else.
Economically speaking, what does this $67 billion represent? That is, where does it come from and what are its sources? Why would anyone pay that much for a brand name? What economic benefits does such a name confer?