可口可乐略微高估，品牌价值最容易算清
达摩达兰认为饮料、麦片这类公司除了品牌几乎没有其他差异，最容易估算品牌价值。他按可口可乐当前 29.73% 的税前营业利润率估值，公司价值约 2811.5 亿美元，略微高估；再把它和软饮料公司 16.75% 的加权平均利润率、全球饮料公司 6.92% 的中位数比较，拆出品牌本身的价值。
Note that while the company comes in as slightly overvalued, it is still given a value of $281.15 billion, with much of that value coming from its pre-tax operating margin of 29.73%.