Press "Recode..." in the context menu. Search for values and drag to new code button.
This is great for coding text verbatim responses, but that's not the only practical application.
It can also work for coding other types of values into broader categories. For instance, you can clone an element (e.g. Country) and name it "Region." In the new element, recode the country values into regions using the same "Recode..." dialog. You can then press to query in the new element to segment the entire survey by region.