In its annual league table, specialist consultancy Brand Finance has calculated that the total value of the 100 most valuable Australian brands is almost $143 billion, of which 19.3 percent were retail brands.

Woolworths and Coles placed fifth and sixth, respectively, among Australia’s most valuable brands. From 2009 to 2015, Woolworths was the number one company, but following a 21 percent decrease in brand value to $8.4 billion, the chain has now slipped to the fifth position.

On the opposite, Coles has climbed two places to sixth, thanks to a 21 percent increase in brand value to $7.9 billion. Brand Finance Australia’s managing director Mark Crowe said Coles is poised to become the country’s most valuable retail brand.