Coca-Cola has the most valuable brand name on earth and, as one of the most noticeable companies worldwide, has a significant opportunity to excel in all sizes of business performance Ferrell, Fraedrich, Ferrell, 2008. However, as proven in cases like this research, Coke has a whole lot on their plate as the largest brand name in the world. Honest issues throughout different facets of the company, and with multiple authority changes in the last ten years, Coke has some catching up to do. The company has been involved with racial discrimination, misrepresenting market checks, manipulating earning and disrupting long-term contractual plans with vendors. Neville Isdell, the new chief executive of Coke is currently working to improve their reputation cause by a few of the problems provided next.