Telstra has retained its spot at the top of the list of Australia's most valuable brands, according to an annual global survey.
The telecom giant has an estimated brand value of $US14.3 billion ($A18.8 billion), down two per cent over last year, according to the latest rankings by London-based consultancy Brand Finance.
It was ranked 125th globally.
Telstra looked to have maintained its brand equity despite suffering a series of network outages last year that prompted it to announce an extra $3 billion spend on upgrading its stretched networks.
Financial companies dominated the top ten list of domestic brands, cornering five spots on the back of a strong increase in brand value for the sector.
Commonwealth Bank was ranked second, ANZ ranked third and National Australia Bank ranked the country's fourth-most valuable brand. All three majors saw an increase in their estimated brand value.
However, rival Westpac slipped from fifth to seventh, after a four per cent decline in brand value to $US7.6 billion. Macquarie Group was ranked tenth.
Supermarket giant Wolworths slipped from second spot to fifth, with falling profits and rising competition resulting in a 21 per cent decline in its brand value.
However, rival Coles climbed from eighth to sixth spot with an identical 21 per cent rise in brand value.
Mining major BHP Billiton, which posted a record annual loss for fiscal 2016, saw its brand value slide 28 per cent in the latest survey, pulling down its ranking by one spot to eight.
Smaller rival Rio Tinto's brand value also declined 23 per cent, pushing it just outside the top ten.
Telecoms operator Optus retained its ninth place ranking, despite a 12 per cent fall in brand value.
Overall, Australia's top 100 brands had a brand value of nearly $US143 billion ($A189 billion), Brand Finance Australia managing director Mark Crowe said.
Brand Finance calculates the brand values based on an estimate of likely future sales attributable to a brand and a hypothetical royalty rate that would be charged for the use of the brand.
It considered factors such as marketing investment, familiarity, loyalty, staff satisfaction and corporate reputation to determine the values.
In global rankings, tech giant Google has replaced rival Apple in the top spot of the world ranking table, after five years.
Google's brand value rose by 24 per cent in 2016 to $US109.5 billion, while Apple's dropped 27 per cent to $US107.1 billion.
The global top ten list by brand value included Amazon, Microsoft, Samsung, Facebook, as well as the Industrial and Commercial Bank of China (ICBC).
Toymaker Lego replaced Disney as the world's most 'powerful' brand, which the study defined as companies whose enterprise value is most positively impacted by the strength of their brand.
Lego, with a brand strength score of 92.7, owes much of its success to its media licensing deals and partnerships that have driven growth and helped introduce Lego Star Wars, Lego Harry Potter and Lego Batman, Brand Finance said.
