The McDonald's(MCD) brand has suffered over the past year with its valuation declining by 5% to $81 billion.
The brand now ranks in ninth place, falling from fifth in 2014.
The fast food chain has seen profits crumble and sales shrink as many consumers opt to eat at competitors like Chipotle(CMG), the burrito chain that McDonald's sold off almost a decade ago.
But McDonald's isn't going down without a fight. It is rejigging its menu and rebranding itself, moving away from its traditional red and yellow color palette in favor of green, said Cheung.
First published May 27, 2015: 4:11 AM ET
Methodology: This 2015 BrandZ ranking of the most valuable brands in the world was carried out by brand consultancy Millward Brown, which is part of the advertising firm WPP. It calculates brand value by using in-depth financial data alongside interviews with over three million consumers from around the world.
