recruiting Capital brand brand capital of any company is represented by that intangible asset, which provides a platform for the creation of competitive advantage and in turn the obtaining of future profits for the organization. Is the added value that is given to products and services, and reflects how we think, feel and act consumers from the mark, prices and profitability that creates the brand for the company. Below are examples of different brand equity globally recognized companies. Since its creation in 1885 Coca Cola has been huge growth in its brand equity and this has achieved since its incomparable flavor is of great pleasure for the general public which makes it different compared to other brands soft drinks in addition this has been characterized as being much more relevant against competing brands.