By Jonathan Davies
Tesco has dropped off a list of the world's 100 most valuable brands, and has even been overtaken by Aldi.
Tesco, the UK's biggest retailer, was ranked 17th just five years ago. Now, it has fallen out of the top 100 altogether.
The list, compiled by research agency Millward Brown, balances brand power with financial performance. And Tesco fell 37% in the past year.
In stark contrast, Aldi, which has already stolen sales and market share from Tesco, rose 22% $11.7bn (£7.6bn), climbing to 90th on the list.
The list also showed that Apple's brand value increased by 67% to $246.99bn, reclaiming top position from Google. Millward Brown said the success of the iPhone 6 had helped to put the giant back on top spot.
Facebook climbed nine places to 12th, but Yahoo joined Tesco is dropping out of the top 100. Twitter fell more than any other company; 21 places to 92nd. Samsung suffered from Apple's success - it dropped 16 places to 45th.