By Daniel Hunter
Cadbury and Marks & Spencer have fallen out of the top 20 ranked consumer brands in the UK.
Heinz, electronics firm Sony, online retailer Amazon and oil giant Shell also lost out in the list compiled by The Centre for Brand Analysis.
They were replaced by John Lewis, Dyson, Haagen-Dazs, Virgin Atlantic, Fairy and Lego.
It's the first time that M&S has fallen outside of the top 20 since 2009 and follows 14 consecutive quarters of falling clothing sales announced in January.
British Airways topped the list for consumers and businesses.
Cadbury suffered after recently changing the recipe for its Creme Egg from Dairy Milk to "standard, traditional Cadbury milk chocolate".
Stephen Cheliotis, chief executive of The Centre for Brand Analysis, said he was surprised by how well traditional brands were fairing, despite the rise in popularity of internet companies like Facebook, Google and Twitter.
Mr Cheliotis said: "The continued lack of impact from some of the newer brands is pretty ubiquitous. They don't seem to be capturing people's imagination in the same way as traditional brands."
Top 20 consumer brands in 2015
1. British Airways
6. John Lewis
20. Virgin Atlantic