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Telstra, CBA and NAB are Australia’s most valuable brands

Australia’s most valuable brand is Telstra, according to a report released today by consultancy Interbrand.  

According to the Australian Best Brands Report, Telstra’s brand is worth $9.7bn dollars to the company – that figure amounts to nearly a quarter of the company’s market capitalisation. And it doesn’t take into account other Telstra-owned brands such as Big Pond, Sensis, Yellow, White Pages and Trading Post.

Next most valuable is Commonwealth Bank, whose brand value placed at $7.1bn.

Interbrand also calculates that some brands are worth more than their companies’ current worth on the ASX. It says Billabong’s brand is worth $2.2bn, although its market capitalisation is currently $1.4bn. Similarly, it values the Flight Centre brand at $630m, although the company is currently worth $400m.

Meanwhile, according to Interbrands, the Harvey Norman brand is worth $1.3bn – a significant proportion of the company’s current $2.1bn share value. And Macquarie Group’s brand is worth $3.2bn although its market capitalisation is $4.9bn.

However, a famous Australian name missing from the top 20 is Qantas. Damian Borchok, MD of Interbrand Australia, told Mumbrella that because of the difficulties of accessing accurate infromation from airlines, the sector was not included in its methodology.

But one brand he pointed to as dramatically increasing its value since the survey was last run in 2004 was Commonwealth Bank of Australia. He said: “The Determined To Be Different positioning is something they could still have in 25 years time and still be doing fresh things with it.”

He added: “Telstra and the Commonwealth Bank are great examples of Australian brands that have a strong connection with consumers and relevant business offerings.”

Several global brands have seen massive goodwill write downs in their balance sheets in recent weeks. Borchok counselled against going too far with that. He said: “You have to be careful. Brands tend to be a lot more stable in terms of their value over time than people think.”

The top 20 brand valuations:

  1. Telstra – $9.7bn
  2. Commonwealth Bank – $7.1bn
  3. NAB – $5.1bn
  4. Westpac – $4.8bn
  5. Woolworths – $4.6bn
  6. Macquarie Group – $3.2bn
  7. ANZ – $3.1bn
  8. Billabong – $2.2bn
  9. St George – $1.9bn
  10. Harvey Norman – $1.3bn
  11. Australia Post – $900m
  12. David Jones – $760m
  13. Myer – $670m
  14. Flight Centre – $630m
  15. Crown – $560m
  16. Ansell – $500m
  17. Computershare – $380m
  18. Origin – $220m
  19. JB Hi-Fi – $190m
  20. Bendigo Bank – $150m

The company also runs a global brands survey. The last one was published in September last year. It said that Coca Cola was the world’s most valuable brand with a value of US$66.7bn

The global top ten:

  1. Coca Cola – $66.7bn
  2. IBM – $59bn
  3. Microsoft – $559bn
  4. GE – $53.1bn
  5. Nokia – $35.9bn
  6. Toyota – $34.1bn
  7. Intel – 31.3bn
  8. McDonald’s – $31.1bn
  9. Disney – $29.3bn
  10. Google – $25.6bn
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