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

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...

Martin Valovič

Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.

Joe Hawks

Data privacy 2021: What should be front and centre for the CMO right now

Read more

Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online

Joe Hawks

The new rules of Millennial marketing in 2021

Read more

In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...

Fred Lawrence

DoorDash launches in Australia

Read more

Blog Posts

Highlights of 2020 deliver necessity for Circular Economies

The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Have customers really changed?

The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.

Emilie Tan

Marketing strategist, Alpha Digital

Cultivating engaging content in Account-based Marketing (ABM)

ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.

Joana Inch

Co-founder and head of digital, Hat Media Australia

Sign in