At least in Coke’s case, defensibility comes from the fact that making cola is hard due to regulation and supply chains. Coke is grandfathered into being allowe

At least in Coke’s case, defensibility comes from the fact that making cola is hard due to regulation and supply chains. Coke is grandfathered into being allowed to import coca leaves (they now remove the cocaine) and buys up alot of the worlds vanilla supply. There is a reason even Pepsi can't replicate the flavor. You still have a great point about the value of Coke’s branding / marketing.