Why don't some world-winning numbers apply for patents?

Some internationally renowned brands do not apply for patents because well-known brands involve trademarks, which can be renewed. As for the technology in those famous brands, you can apply for a patent again. However, in terms of enterprise intellectual property strategy, for some technologies that are not easily obtained by others through reverse engineering, if the confidentiality work is done well, it is not necessary to apply for patents, which is a way to protect technical secrets. Coca-Cola's formula is an excellent case, and its formula is very well kept secret. At 1886, it's just cough syrup. A bottle of ordinary water is only 99.7% sugar and water at best. Why can it become a bottle of water to conquer the world? What is its best-selling "secret" in a hundred years? A lot of investment has been made in the quality and quantity of advertisements, which reached $6,543.8 +0.9 billion in advertising expenses in 2000, which shows that its advertisements have made great contributions to its brand becoming a well-known brand. So far, it is not important for Coca-Cola to apply for a patent. What people value now is its brand. In fact, there are many stories about the relationship between patents and brands, from which we can see the importance and influence of intellectual property rights.