Woolworths tops Australian brands list despite drop in value

Latest Brand Finance top 100 Australian brands list shows Telstra closing the gap with the supermarket giant

115590
115590

Woolworths has again been named Australia’s most valuable brand despite a 10 per cent decline in value and a healthy performance by Telstra.

According to Brand Finance’s latest top 100 Australian brands report, the Woolworths brand value dropped to $11bn in the last 12 months, from $12.1 billion in 2014.

In contrast, second place holder, Telstra, saw its brand value lift 14 per cent to $9.6bn over the past year, largely due to its prioritisation of customer advocacy, Brand Finance said.

The Commonwealth Bank, which took out third position, was another strong performer in terms of brand value over the past year, rising 37 per cent to $9.2bn to take the most valuable bank brand position from ANZ. CommBank was also upgraded to a AAA rating, making it Australia’s most powerful brand, Brand Finance said.

Across the board, banks continue to grow significantly in terms of brand value, said Brand Finance Australia managing director, Mark Crowe.

“Overall, the Australian banks have performed exceptionally well and achieved outstanding results,” he said. “Increased brand strength will enable the banks to remain very competitive by building loyalty and minimising customer churn.”

Rounding out the top 10 most valuable brands list in Australia this year are ANZ, BHP Billiton, Coles, Westpac, NAB, Rio Tinto and Optus.

Across the wider bank, Brand Finance noted Qantas had lifted its brand value by 11 per cent to $1.6bn despite facing difficult market conditions. The airline now sits in 15th spot on the list.

Brand Finance also provided a list of Australia’s top 10 most powerful brands. After CommBank, this encompassed Telstra, Flight Centre, NAB, Virgin Australia, Jetstar, Westpac, ANZ, Kmart and Rio Tinto.

The Brand Finance top 100 list is based on the group’s brand strength index, which weighs up a series of attributes such as emotional connection, financial performance and sustainability. The group also takes royalty rate data and assigns a brand score out of 100 as well as a credit rating.

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

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

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

The competitive advantage Australian retailers have over Amazon

With all of the hype around Amazon, many online retailers have been trying to understand how they can compete with the American retail giant.

Joel Milligan

Performance manager, Columbus Agency

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Insightful article from an AdTech perspective

Mehdi Partika

Predictions 2018: 5 ways the CMO role will change

Read more

Sounds like a bunch of convoluted business bullshit with no real substance or value. Business people deluding themselves into thinking th...

Bupa Customer

Best CX Companies List profiles: Bupa's Voice of the Customer project

Read more

This partnership seems to bring a lot of benefits.

Uk Driver

Deloitte announces new agency partnership to expand digital reality capabilities

Read more

It's all about the experience and it seems that understanding is finally full tilt!

Danny Mack

Building a robust digital customer experience

Read more

I am going to visit Australia))) nice place ... one of the most attractive

Carly Julia

Tourism Australia aims for youth travel market with dedicated news channel

Read more

Latest Podcast

More podcasts

Sign in