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!

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

Why defining brand strategy is vital to capitalising on quick wins

Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.

Troy McKinnna

Co-founder, Agents of Spring, Calm & Stormy

3 ways to leverage the talents of your team to avoid disruption

​According to the World Economic Forum in its most recent The Future of Jobs report, the most important skills for the future are not technical, task-oriented skills, but higher-order skills such as creativity, social influence, active learning, and analytical thinking.

Gihan Perera

Futurist, leadership consultant

CMOs, it’s time to stop squandering customer attention

Businesses continue to highly value the attention they buy through paid media, yet at the same time, many continue to disregard and under-value opportunities to connect with customers using their owned media.

Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...

Clyde Griffith

Forget customer experience, human experience is marketing's next frontier

Read more

Great tips for tops skills need to develop and stay competitive

Nick

The top skills needed to stay competitive in a rapidly changing workforce

Read more

The popularity of loyalty programs is diminishing, though I'd say it is because customers are savvy enough to recognise when a loyalty pr...

Heather

It’s time for marketers to rethink their approach to ‘loyalty’

Read more

Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...

Holly Smith

Adidas taps data and technology smarts to build personalised digital engagement with consumers

Read more

clearly someone who's jealous and only comments from the safety of being behind their keyboard

Peter Sibson

The purpose of purpose - Brand science - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in