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

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Can marketers trust agencies again?

Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.

Nic Halley

Founder and managing director, Mindbox

Nice post Brad! very useful information. The retail stores are really mean for every brand I am agree with you. Now Online Service Market...

Srialto

The rise of online retail marketplaces and what they mean for brands

Read more

Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants

Fab Capodicasa

What it's taking for Edible Blooms to grow a stronger personalisation strategy

Read more

Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...

Jason Smith

Australia Post earmarks $20m for Australian ecommerce innovation investment

Read more

For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...

Janice Morgan

7 ways to run your marketing department like a software startup

Read more

Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...

GreatDayTo

Why Aussie Home Loans is embracing digital transformation

Read more

Latest Podcast

More podcasts

Sign in