Who'd have thought it? Coca-Cola, a mainstay of the global top 10 by brand value has fallen from grace.
Much of the blame for this must lie with the rise in awareness of the risks to health from sugar-laden soft drinks.
How might a brand counteract such a decline? (And despite respectable growth in the Coca-Cola Company's share price.)
A brand which has climbed above it in the past year include McDonald's, a brand from which Coke might take some comfort, as its own complete change of strategy has paid huge dividends. Instead of trying to pretend it is something that it is not - healthy - it has sought to continue to what it already does, but better.
Re-vamping the quarter pounder, serving all day breakfasts, a customizable-burger menu called "Create Your Taste" and substituting butter for margarine has paid off.
The 130-year-old brand has been a mainstay of the global top 10 by brand value since the BrandZ report was launched in 2006. Millward Brown’s BrandZ valuation process takes the financial value created by a brand in US dollars and multiplies it by the proportion of that value generated by the brand contribution alone. This year the value of the Coca-Cola brand fell for the first time in the survey's history, by 4% to $80.3bn, amid growing public awareness of the risks to health from the sugar content of soft drinks. It has sunk to 13th place in the 2016 rankings, which, in an irony which Coca-Cola executives will not appreciate, is one below tobacco brand Marlboro. Other brands which have climbed above Coke in the past year include Facebook, Amazon, McDonald's and Chinese tech company Tencent.