Telstra ousts Woolworths as Australia's most valuable brand

Banks also have a stellar year in terms of brand worth, according to the latest 2016 list from Brand Finance

Telstra has topped the list of Australia’s most valuable brands for 2016 thanks to its robust customer advocacy strategy, a new list reveals.

According to the annual Brand Finance list of Australia’s most valuable brands, Telstra saw a 37 per cent increase in brand value over the past year to $14.6bn, propelling it from second to first place in the local rankings. The strong brand growth also saw the telco giant climb 35 places in the global 500 list to 110th position.

“It is testimony to Telstra’s brand strength, which has driven a significant increase in value despite only a 3.6 per cent increase in revenue,”commented Brand Finance managing director, Mark Crowe.

“Increasing competition from SingTel-Optus and Vodafone, especially in the mobile sector, points to the need for continued investment in the Telstra brand, both locally and overseas, in order to maintain its value and strength.”

Rival telco player, Optus, saw a 31 per cent rise in brand value over the last 12 months, moving it up from 10th to 9th position in the Australian Brand Finance rankings.

Following Telstra in second position was Woolworths, with a brand value of $10.6bn, a drop of 4 per cent year-on-year. Woolworths has held the top spot since 2009, and Crowe suggested the dip and result reflected tough competition thanks to German supermarket chain, Aldi.

“This threat is exacerbated by weak brand and quality perceptions,”he said.

ANZ and Commonwealth Bank took third and fourth position respectively, a swap in positions compared to the 2015 results. ANZ’s rise was propelled by a 25 per cent rise in brand value to $10.1bn.

However, CBA retained its position as Australia’s most powerful brand, ahead of Flight Centre, Westpac, Virgin Australia and Telstra.

Australia’s other two big banks, Westpac and NAB, took fifth and sixth spot in the most valuable brands list.

“The Australian banks have all performed exceptionally well and have recorded increases in value, growing collectively by 3.6 per cent,” Crowe said. “The strength of the bank brands is highlighted by the fact the sector accounts for 33 per cent of value in the Top 100 brands.”

Brand Finance’s most powerful brands list found Qantas to be having a stellar year, chalking up an 83 per cent increase in value to $2.7bn. New entrants on the 2016 list include Medibank Private (31st position), Dulux Australia (61st), Priceline (66th), Officeworks (72nd), Equity red Star (82nd), Brambles (96th), Buzz (98th) and Veda (100th).

Australia’s top 10 most valuable brands:

  1. Telstra -$14.6bn
  2. Woolworths - $10.6bn
  3. ANZ - $10.1bn
  4. Commonwealth Bank - $9.8bn
  5. Westpac - $7.9bn
  6. NAB - $7.5bn
  7. BHP Billiton - $7.2bn
  8. Coles - $6.6bn
  9. Optus - $4.9bn
  10. Rio Tinto - $4.2bn

Australia’s top 10 most powerful brands:

  1. Commonwealth Bank - $9.8bn
  2. Flight Centre - $1.2bn
  3. Westpac - $7.9bn
  4. Virgin Australia - $935m
  5. Telstra - $14.6bn
  6. ANZ - $10.1bn
  7. Westfield - $535m
  8. Qantas - $2.9bn
  9. NAB - $7.5bn
  10. St George - $2.4bn

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!

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

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in