ANZ Bank leads Australian banks for brand value

New annual study from Brand Finance reports ANZ Bank's brand value increased by US$93m over the last 12 months, although it was the smaller banks in Australia that recorded the best gains

ANZ Bank has come up trumps as Australia’s most valuable banking brand in a new ranking of the world’s biggest banks.

ANZ came in 39th in the world in the latest annual study conducted by brand valuation agency, Brand Finance, with a total brand value of more than US$5.9 billion (AUD$6.8bn). This represented an increase of US$93 million over the past 12 months.

In a statement, the agency pointed to ANZ’s strong financial year, and excellent marketing and sponsorship activities, as key to this growth. A particular highlight was the bank's sponsorship of the Australian Open and exposure to the Chinese audience after female tennis professional and Chinese national, Li Na, made it to the final.

Commonwealth Bank, which led the list of Australian banks in the Brandz Top 100 Most Valuable Global Brands study released last May in 48th place, was ranked 42nd in the Brand Finance list with a brand value of US$5.47bn. On that list, ANZ Bank came in 52nd and was assigned a brand value of $16.6bn.

Westpac also put in a solid performance, growing its brand value by 19 per cent to US$4.9bn and rising from 53rd to 48th in the latest Brand Finance list. It was just beaten by NAB, which ranked 46th with a brand value of US$4.99bn.

While much further down the list of rankings, smaller and boutique Australian banks proved to make the most gains over the past year, led by BT Financial Group, which grew 93 per cent year-on-year to a total brand value of US$625m. The group ranked 203rd globally this year, jumping 93 places in 12 months.

Suncorp was also up 28 per cent, while Bankwest saw an increase of over 20 per cent and improved its brand rating from AA- to AA.

“The brand rating is a benchmark of the strength, risk and potential of a brand, suggesting that Bankwest is poised for further improvements next year,” Brand Finance said in a statement.

In total, Brand Finance said Australia’s total brand value as a country was US$29.81bn, placing it 10th in the list of countries.

Brand Finance valuation director in Australia, Richard Haigh, said the result was the highest ever recorded by Australia since the global rankings began eight years ago. The group had initially expected Australian banking brands would fall down the lists as foreign banks recovered from the global financial crisis, but this hasn't proved the case.

Overall, the world’s most valuable banking brand is Wells Fargo, with a brand value of US$30.24bn, followed by HSBC, with a brand value of US$26.87bn.

The value of brands is based on determining royalties a corporation would have to pay to licence the brand, as well as a brand rating benchmarking the strength, risk and potential of a brand relative to its competitors. The study was published in The Banker magazine in February and in its ninth annual edition.

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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: The Star's George Hughes

It's been an incredibly tough three months for the Star as it shut its doors and stood down staff in response to the COVID-19 lockdown. Yet innovation has shone through, and if the CMO, George Hughes, has anything to say about it, such lateral thinking will continue as we start to recover from the crisis.

More Videos

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

The personal digital approach that's helping Vision RT ride out the crisis

Read more

I am 57 and diagnosed in June 2009. I had a very long list of symptoms, some of which were. Keeping right arm close to my side while walk...

Nancy Tunick

Gartner survey: CMO spending hit by COVID-19

Read more

Audible did such a great job on their marketing and at the same time, there are no false promises. The support, quality, variety all good...

Vitaliy Lano

Audible's brand plan to build the value of audiobooks

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

Parkinson's NSW creates a lorem ipsum generator and goes digital to mark Parkinson's Awareness month

Read more

We would like to invite you to the Virtual Exhibition about IoT Trends in 2020, 7 - 9 July, organised by Must.We developed a new B2B matc...

hayfa

Want to master digital transformation? Stop thinking about your own problems

Read more

Blog Posts

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Younger demos thought lost are now found: But what about the missing money?

There is much talk about what VOZ will bring to the media industry. New ways to slice and dice audiences and segments. A clearer understanding of screen consumption. Even new ways to plan and buy. The most interesting result could be finding something many thought we lost - younger viewers, specifically the valuable 18-39s.

Michael Stanford

Head of 10 Imagine and national creative director, Network 10

Sign in