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 CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

3 ways customer data can increase online sales conversion

Data has been an increasingly critical factor in improving the efficiency and effectiveness of marketing and business operations.

James Bennett

Chief experience officer, Kalido

Our sharing future is both terrifying and exciting

Discussing the future in a realistic fashion is often a disappointing prospect. For all the talk of hoverboards, jetpacks and lightsabers changing the way we do things, the reality tends to end up being something as mundane as a slightly cheaper way to get around the city.

Jason Dooris

CEO and founder, Atomic 212

Queue experiences that are distinctive, memorable and shareable

Customer service that’s quick, easy and convenient has been shown to boost customer satisfaction. So it’s an odd juxtaposition that customer queues have become a sharable customer experience.

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Thanks for the article Jennifer, you raise some interesting points. The supermarket and shopping centre examples particularly struck a c...

Jill Brennan

Why marketers should take note of social robots

Read more

Winning the retail game is really tricky at this point in time. Many retailers have declared themselves as bankrupt. But yes harnessing t...

Vanessa.M.Magers

​Bricks and clicks: Balancing digital and physical to win the retail game

Read more

Excellent article, Thank you.

Steve Beards

How Aprimo hopes to help marketers tackle distribution of content, funds and data

Read more

Thank you for a great article, Matt.

Andrey

Top tips to uncovering consumer insights for business innovation

Read more

Latest Podcast

More podcasts

Sign in