Ford and Gap have suffered the indignity of slipping down the ad industry's top brand league table.
Ford is a casualty in the brand world wars
Consultancy Interbrand's annual Best Global Brands report has knocked huge chunks off the estimated brand worth of both companies.
Ford is reduced in brand value by 16% to $11bn, while Gap plunges 22% to $6.4bn in the report.
Coca-Cola is named as the world's top brand for the fifth year in a row, with a $67bn brand price tag.
MOST VALUABLE GLOBAL BRANDS
Coca-Cola - $67bn (US)
Microsoft - $57bn (US)
IBM - $56bn (US)
General Electric - $48bn (US)
Intel - $32bn (US)
Nokia - $30bn (Finland)
Toyota - $28bn (Japan)
Disney - $28bn (US)
McDonald's - $27bn (US)
Mercedes - $22bn (Germany)
US companies dominate the 100-strong league table, but Burberry bats for Britain as a new entrant with a brand worth of $2.7bn.
Mobile phone giant Nokia has regained its position as top mobile phone brand, dialling up $30bn of brand value with a number six position.
Interbrand says Gap lacks the ability "to clarify its brand image", while Ford is criticised for an American heritage that cannot fend off the appeal of Japanese and German carmakers.
The relentless rise of digital cameras inflicted damage on Kodak's rating, with its roots in conventional film leaving the historic name down 12% on last year.
Korean conglomerates see their massive marketing offensives paying off as Samsung gains 8% at 20 in the list. Fellow consumer electronics champion LG is in 94th position, but gained 14% and is worth $3bn. Hyundai cars accelerate by 17% to reach the number 75 slot.
Google is the most notable winner in the list, with a 46% increase in brand value to reach 24th place.