Not sure about $17B. Dec 2008 Balance sheet shows KO w/a Net Goodwill of $4B- this is the value of the "coke" brand should the company decide to sell. This includes product/company names, trademarks, logos, and presumably all drink formulas as well. Probably includes lots of other things I'm not familiar with... :-) FWIW.
LONG way to go for EESO to achieve this kind of value IMO.