Disney world's most powerful brand; Telstra takes top Australian brand spot

Latest Brand Finance report on the world and Australia's most valuable and powerful brands for 2016 highlights the fortunes and ills of several global brand powerhouses

The record-breaking success of the latest Star Wars franchise has seen Disney becomes the world’s most powerful brand for 2016, taking over the top spot from Lego.

The latest Brand Finance report on the world’s most powerful and valuable brands found Walt Disney leapt 23 spots to number one in the past year with a brand value of US$31.7 billion. Rounding out the top five most powerful brands globally were Lego (US$4.5bn), L’Oreal (US$14.99bn), PricewaterhouseCoopers (US$18.6bn) and McKinsey (US$4.9bn).

The report also found Apple remains the most valuable brand globally, despite slowing sales, with a 14 per cent year on-year increase to US$145.9bn. This was partly the result of a record-breaking Q4, where the tech company reported revenues of US$51.5bn and profits of US$11.1bn.

On the flip side, VW saw the biggest fall and was one of the worst-performing brands on the list following its emissions scandal, which shaved US$12bn off its brand value.

There were also changes in the Australian brand rankings, with Telstra becoming top brand locally off the back of a 23 per cent increase in brand value. Knocked off its perch and into second place after seven years in the top spot was Woolworths, which experienced a 13 per cent decrease in value over the past year.

“As flagged in last year’s result, Telstra is now Australia’s number one brand despite increasing competition especially in the mobile division,” said Brand Finance Australia managing director, Mark Crowe.

“It is testimony to Telstra’s continued brand strength, which has driven a 23 per cent increase in value despite only a 3.6 per cent increase in revenue”.

Telstra also climbed 35 places to be ranked 110 in the Global 500.

Australia’s top five most valuable brands for 2016 are Telstra, Woolworths, ANZ, Commonwealth Bank and Westpac. Rival supermarket player, Coles (seventh) and rival telco player, Optus (eighth), also made it into the top 10 locally.

Across the board, Brand Finance noted seven of this year’s 10 fastest-growing brands globally are Chinese, including WeChat, which grew its user base 40 per cent between late 2014 and 2015 and saw its brand value lift 83 per cent as a result.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, 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 can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

​Relevance and substance are the keys to marketing’s future

Marketing’s evolution and increased value-add to organisations is making headway in one essential direction: Driving brands to achieve maximum relevance in the heart and minds of customers.

Jean-Luc Ambrosi

Author, marketer

Why doing your job well is the key to innovation

The words ‘power company’ and ‘innovation’ probably don’t seem like a natural combination. In fact, when I first went for a marketing role with an electricity company, I semi-dreaded the work I thought I’d be doing.

Catherine Anderson

Head of marketing, Powershop Australia

When you’re marketing to a customer, a bunch of that marketing data is actually also peace data. You just haven't looked at it that way,”...

Bill Hopkins

CMOs urged to use ‘peace data’ to create brand purpose while affecting positive social change

Read more

eHarmony should be closed forever for fraud!The success rate of eHarmony is less than 10%.eHarmony is ONLY a 17+ years old obsolete site...


eHarmony: How machine learning is leading to better and longer-lasting love matches

Read more

Krios.io/shop/ ICO relaunch March 14 - April 14 2018. Building a bigger community and more holders will surely move Krios to top exchan...

Mark Dalton

Blockchain pitched as answer to influencer marketing management

Read more

Lok knocks it out the park and predicts the future...“People are starting to understand they own their own data, and this will come to a ...


Data regulation key to marketing innovation

Read more

It needs to come from the top. It's not just about buy-in from the leadership team, leadership should be part of the development process ...

Stephen Houraghan

Why getting intimate is key to creating a great customer experience and optimising customer value

Read more

Latest Podcast

More podcasts

Sign in