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Ranked: The Brands That Lost the Most Value in 2025
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Key Takeaways
- Starbucks saw the biggest decline in brand value in 2025, losing nearly $22 billion compared to last year.
- Tesla’s brand value dropped by $15 billion as competition in the EV market intensified and investor sentiment cooled.
- Other major declines came from WeChat (-$8.8B) and Mercedes-Benz (-$6.4B).
Even the world’s most recognizable brands aren’t immune to shifts in market perception and profitability.
In 2025, many household brand names saw their valuations decline sharply due to slowing growth, competition, or weakening financial performance.
This infographic shows the brands that lost the most value year-over-year from 2024 to 2025, based on data from Brand Finance.
Which Brands Lost the Most Value?
The top 10 brands by value loss come from various industries, from coffee chains and automakers to social media and logistics.
| Name | Brand Value Loss 2024–2025 (USD) | Brand Value 2024 (USD) | Brand Value 2025 (USD) |
|---|---|---|---|
| Starbucks | -$21.9B | $60.7B | $38.8B |
| Tesla | -$15.3B | $58.3B | $43.0B |
| -$8.8B | $41.8B | $33.0B | |
| Mitsui Group | -$7.0B | $32.5B | $25.5B |
| Mercedes-Benz | -$6.4B | $59.4B | $53.0B |
| EY | -$5.8B | $30.8B | $25.0B |
| FedEx | -$5.6B | $28.6B | $22.9B |
| Shell | -$4.9B | $50.3B | $45.4B |
| Elevance Health | -$4.2B | $25.5B | $21.3B |
| Spectrum | -$3.1B | $27.5B | $24.4B |
At the top of the list, Starbucks’ brand value fell by $21.9 billion, dropping from $60.7 billion to $38.8 billion in a single year. The world’s largest coffee chain faced several challenges over the last year, including declining same-store sales and intensifying competition in key markets like China.
Tesla, previously the world’s most valuable automotive brand, lost $15.3 billion in value as the company faces rising competition and public relations challenges with Elon Musk’s political involvement.
Other notable declines came from China’s WeChat (-$8.8B), Japanese conglomerate Mitsui Group (-$6.9B), and German automaker Mercedes-Benz (-$6.4B).
Which Industries Are Feeling the Impact?
Consumer-facing and tech-related brands were among the hardest hit with consumers cutting back on discretionary spending.
Coffee, retail, and streaming companies all faced pullbacks, while automotive brands saw slowing demand globally. At the same time, professional services firms like Ernst & Young, PwC, and FedEx also saw notable brand declines, reflecting broader economic uncertainty.
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