Coca-Cola (KO) held on to the top spot as the world's most valuable brand, according to a survey by branding agency Interbrand and BusinessWeek, the ninth year in a row that the beverage company has come in at No. 1.

IBM (IBM) came in at No. 2, the survey said, but there were a lot of changes this year. Campbell Soup (CBP) rounded out the list at No. 100. UBS (UBS) tumbled 31 places to No. 72.

Seven brands fell off the list, the biggest being Merrill Lynch, which ranked No. 34 last year and was acquired in January by Bank of America (BAC). AIG (AIG), previously No. 54, and ING (ING), which was ranked No. 86 last year, were two others that missed the cut.

And seven brands made the list for the first time this year: high-end apparel brands Burberry, Polo (RL) and Puma, low-cost food companies Campbell Soup and Burger King (BKC), cosmetics maker Lancôme and tech firm Adobe Systems (ADBE).

Overall, the combined value of the world's top 100 brands fell this year for the first time in the history of the decade-old list, down 4.6% to $1.15 trillion. Of the 100 companies on the list, 49 were U.S.-based.

Here are the top 10 most valuable brands:

1. Coca-Cola, up 3 percent to US$ 68.73 billion.


2. IBM, up 2 percent to US$ 60.21 billion.


3. Microsoft (MSFT), down 4 percent to US$ 56.65 billion.


4. General Electric (GE), down 10 percent to US$ 47.78 billion.


5. Nokia (NOK), down 3 percent to US$ 34.87 billion.


6. McDonald's (MCD), up 4 percent to US$ 32.28 billion.


7. Google (GOOG), up 25 percent to US$ 31.98 billion.


8. Toyota Motors (TM), down 8 percent to US$ 31.33 billion.


9. Intel (INTC), down 2 percent to US$ 30.64 billion.


10. Walt Disney (DIS), down 3 percent to US$ 28.45 billion.