Coca-cola is about to lose its status as the world's most valuable brand to Microsoft, a study will show today. The survey points to a watershed in the history of brands as the famous names of the old economy make way for those of the new.

In the past year, the value of the Coca-Cola name is estimated to have tumbled by 13 per cent to $72.5 billion, amid a gloomy reassessment of its growth prospects. Other old economy brands have also underperformed.

In contrast, the value of new economy brands has soared. Microsoft's value has jumped 24 per cent to $70.2 billion, indicating that it is on the verge of eclipsing Coca-Cola at the top of the global league table.