Woolworths Australia’s most valuable brand while Lego tops global index according to study

Woolworths has retained its position as Australia’s most valuable brand on the annual Brand Strength Index, despite Woolworths1its worth slipping 17 per cent on last year

The new study by Brand Finance claims the four major banks all in the top eight places in Australia, with Telstra, BHP Billiton and Coles occupy the remaining spots.

Brand Finance Australia managing director Mark Crowe said: “Australia has seen a decline in retail led by the two biggest players. Woolworths has lagged behind Coles in terms of growth because it over expanded into categories that haven’t grown such as home improvement.

australias most powerful brands

The annual Brand Strength Index by consultancy group Brand Finance.

“The fierce competition between both has led to branching out into new segments, namely finance. Both have insurance and banking offerings (on top of Petrol and Liquor). All in the name of increasing loyalty and share of wallet – but it remains to be seen if these investments will pay off.”

Telstra’s strong financial performance has continued, the index noted and said that while there had been a decrease in its fixed-line business, this was largely offset by the company’s National Broadband Network (NBN) rollout. The acquisition of Pacnet provides Telstra with revenue from companies using Pacnet’s submarine network, which reaches as far as China and California.

Apple was the world’s most valuable brand with record quarterly profits of $18bn and a company value of $710bn. The brand itself is worth US$128 billion the index found.

Twitter meanwhile was the world’s faster growing brand, almost tripling its brand value in a year from $1.5 billion in early 2014 to $4.4 billion now.

Globally Lego is the world’s most powerful brand, overtaking Ferrari which was the strongest brand in 2014, it’s power has diminished to see it placed ninth globally the index found.

most powerful brands

The annual Brand Strength Index by consultancy group Brand Finance.

Lego scored strongly on a wide range of measures in the company’s Brand Strength Index such as familiarity, loyalty, promotion, staff satisfaction and corporate reputation.

Brand finance said of the ranking: “In a tech-saturated world, parents approve of the back-to-basics creativity it encourages and have a lingering nostalgia for the brand long after their own childhoods.

“The Lego Movie perfectly captured this cross-generational appeal. It was a critical and commercial success, taking nearly US$500m since its release a year ago. It has helped propel Lego from a well-loved, strong brand to the World’s most powerful.”

The index did not measure Australian brands by power.


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