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 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

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Hi Harry, thank you for pointing this out I can confidently say both these bottles are in transition away from PET as we continue to impr...

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

I’m confused. He has a giant 2l hard plastic bottle in Coles and his pink bottle is also in plastic??

Harry

Sustainability of message: H2coco founder's commitment to consumers

Read more

Great message from an Aussie company about sustainable business practices, particularly packaging. Wish more businesses would think more ...

Krisy

Sustainability of message: H2coco founder's commitment to consumers

Read more

Well, I wish we could change the situation. But I am not sure it's possible.

Patricia Miller

Does social media make astroturfing acceptable?

Read more

Latest Podcast

More podcasts

Sign in