My answer would be "yes" to your first question.  Your second question can only be answered by Coke's proprietary information, or alternatively discussed in complexity in a graduate microeconomics class.  Think of the actual cost of Gucci bags subcontracted to the same factory supplying Sears branded bags.  Then run the numbers on the greater proportionate % of net revenues reaped by Gucci as compared to Sears even though Sears eclipses Gucci in total bags sold.  Now, consider the Gucci or Rolex Asian knockoffs manufactured at the same cost as a Sears or Swatch, and the knowing buyer's willingness to pay much more than a Sears or Swatch, but much less than Gucci or Rolex for the knockoff in the back alleys of Shanghai.  Preying on human nature is Wall Street's credo.  Brand management for "value added" profits is the tool.  Generics and "perfect information" are the enemies.