I know one family that pronounces it "Coke."(I don't know for certain how their name is pronounced, maybe because, I have never heard it mentioned in the mainstream media. I suspect the pronunciation is the same as "Coke". But, to me, it is the same as "cock".)
The former mayer of New York City pronounces it as "Ko-ch" which rhymes with "crotch."
My doctor pronounces it as "Cook."