Cyber attack dents Optus brand value while Telstra thrives: report

Since its much-reported cyber-attack last year, Optus’ brand momentum has suffered as it witnessed a 19% fall in brand value to $3.3 billion, according to the latest Brand Finance Australia 100 ranking. The telecommunications company also saw a near 10-point drop in brand strength.

Managing director of Brand Finance Australia, Mark Crowe, said that without the impact of this “one-off pernicious event”, Optus’ brand value would have increased by 11%.

Its competitor Telstra, meanwhile, recorded a 29% increase to be valued at $13.2 billion as the second most valued brand. According to the report, this is driven by improvements for customer service, ease of dealing with, value for money and word of mouth, along with consideration and recommendation.