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!

Error: Please check your email address.
Show Comments

Blog Posts

Creating the ultimate customer-centric environment in 2018

All businesses today that are serious about being successful have adopted a customer-centric environment.

Katja Forbes

Founder and chief, sfyte

Embrace customer obsession to transform marketing into a catalyst for growth

In 2018, Forrester believes 20 per cent of CEOs globally will fail to act on digital transformation and put their firms at risk.

Michael Barnes

VP research director, Forrester

How challenger brands can win at biddable media

Challenger brands, especially in highly competitive markets, generally can’t match established players for media spend.

Chris Pittham

Managing director, Jaywing

While a lot has been said about AI and machine learning, I don't see it put to extensive use as yet. I will be happy to have it help the ...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

Read more

Wowww! What A Awsome Blog! Thanks for this wonderful post I really got many valuable information through it. As a learner it's not so eas...

Mia Joseph

Predictions: 8 digital marketing trends for 2018

Read more

What you have said about AI, machine learning and voice activation is very true. Some of the other things we are already observing is the...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

Read more

Yes, Digital Marketing now getting growth at the higher level. we can't predict today trends in the digital world. Nice stuff! Thanks for...

lorenso

Predictions: 8 digital marketing trends for 2018

Read more

I believe Digital Marketing is moving more toward social media and influential marketing. People are trying to grow their influence as in...

Rachel Kieran

Predictions: 8 digital marketing trends for 2018

Read more

Latest Podcast

More podcasts

Sign in