Woolworths and Telstra lead Australian brands list

New list of global brands finds Woolworths growing its brand value, while Coles falls down the list

Woolworths has retained the top spot as Australia’s most valuable brand and Telstra has chalked up the highest growth of any local brand to date, according to the latest Brand Finance Global 500 list.

The annual study, conducted by brand valuation consultancy, Brand Finance, listed Woolworths as the top Australian brand and 109th in the global rankings, up from 113 last year, with brand value growth of 24 per cent. Its total brand value now stands at US$10.82 billion.

The supermarket giant was followed in Australia by Telstra in second place, which leapt 34 places to 140th in the world in the 2014 list. According to Brand Finance, the telco recorded 37 per cent value growth, the highest ever recorded by an Australian brand, and becomes one of the top 20 most valuable telecoms companies for brand for the first time. Its total brand value is now $8.3 billion.

It attributed Telstra’s success to its superior network coverage over Optus, as well as its ability to leverage the brand through its triple-play and broadband offering.

Much further down the list at 411th but still reporting 20 per cent brand value growth was Optus, with a total brand value of $3.56bn.

In contrast, Coles dropped down the rankings from 179th most valuable global brand to 196th, despite recording 7 per cent brand value growth. It is now Australia’s fourth most valuable brand, behind BHP Billiton with a brand value of $6.58 billion. Rounding out the top 5 was ANZ bank, which is now valued at US$5.92 billion.

As was reported previously in Brand Finance’s list of the top global banking brands, ANZ’s Asian market strategy, as well as its strong sponsorship campaigns such as the Australian Open, contributed to the $93 million rise in brand value.

Westpac, however, won the race for best growth across the Australian banks, reporting 19 per cent brand value growth and coming in 275th on the global list.

Not so fortunate was NAB, which was the only Australian brand in the Global 500 not to show at least moderate growth, Brand Finance stated. The Australian bank reported a $16 million increase in brand value to $4.99 billion, putting it 269th on the global list.

Topping the world’s most valuable brands was Apple, with a brand value of $104.68 billion, a brand value increase of 17.4 per cent compared to 2013. It was followed by Samsung, Google, Microsoft and Verizon, all of which reported double-digit growth.

Apple was also placed top of the list for brand value by consultancy group, Interbrand, in its global list last year. It scored top spot from Coca-Cola, which had held the position for 13 years. In total, Australian brands had a total value of $50 billion, putting the country 15th on the global list.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

10 ways of changing your culture through self-awareness

Did you hear about the manager who always shot the messenger whenever they brought bad news? He eventually stopped hearing bad news. Unfortunately for him, this wasn’t because there was none to report.

Steve Glaveski

Co-founder, Collective Campus

How to create a compelling customer experience vision

Organisations are seeking new ways to engage customers, drive new sales and increase customer satisfaction by providing engaging customer experiences. A customer experience initiative that lacks a strong, clear vision often fails to achieve its intended result.

Olive Huang

Research director, Gartner

Marketers are driving our innovation ecosystem

The Government's newly released National Innovation and Science Agenda shows that for economic growth to continue within Australia, an 'innovation ecosystem' must be fostered, where new businesses with new ideas are encouraged to grow and flourish. With every company wanting to increase, retain or improve their customers’ experiences, this makes marketing vital to fuelling Australia's ideas boom.

Lee Tonitto

CEO, Australian Marketing Institute

Agreed. I see the opposite problem quite often where people are tasked in an organisation just with "be creative" - thus offering no boun...

Dr Fiona Kerr

The great debate: Is data killing creativity?

Read more

By far, this is the best article I've come across so far that has a relevant information regarding the future of marketing. Although the ...

Jayden Chu

​Six ways to prepare for the future of digital marketing

Read more

These are some good ideas. You didn't touch on the overarching goals and results of brand loyalty. This article does a good job at provid...

hgsupport

Four ways to use social media to boost customer loyalty

Read more

This read like a PR PLUG for the agency. Very flowery language for the agency and very little details about the deal or the project.

Digital_Marketer

Why Tourism Victoria decided to go agile

Read more

This is a rather useful article! This prediction made in the digital marketing trend is very important to improve the service that the ag...

Adam Way

Digital marketing predictions – Part 2: Getting the strategy right

Read more

Latest Podcast

More podcasts

Sign in