The brand value chain outlines how Coca-Cola's marketing activities create brand value and equity. The value chain begins with Coca-Cola's marketing programs like advertising, sponsorships, publicity and public relations which help develop brand awareness. These programs aim to positively influence customers' minds so that Coca-Cola is the first brand that comes to mind. As a result of high brand awareness and positive attitudes, Coca-Cola experiences market performance benefits such as price premiums, increased market share and profitability. Ultimately, this creates shareholder value as evidenced by Coca-Cola's stock price and market capitalization of $170.1 billion.