Woolworths no longer Australia’s most valuable brand as Telstra surges to take #1 spot
The day after Woolworths shocked the advertising industry by appointing its fourth ad agency in five years the brand has taken another hit – losing its position as Australia’s most valuable brand.
The Brand Finance annual brand valuation study revealed Woolworths has been overtaken by Telstra as the most valuable brand in the country, with its value dropping 14% since last year.
Telstra’s value surged 23% on the back of a cohesive customer advocacy strategy, even through its revenues increased just 3.6% in the same time.
Mark Crowe, Brand Finance Australia managing director, said Woolworths lost its top spot in the rankings through a combination of its own internal issues and increased competition from rivals.
Optus aught to be higher given their better value mobile offers. Not an Optus rep, just a recent convert from T
The gap between Telstra and Optus is very telling. The underlying product is essentially “the same” except we all know it isn’t.
Telstra life insurance doesn’t appeal to me. Nor Telstra health care nor Telstra dog-walking services. The Brand qua Brands is well placed in telecommunications, content and related services. Even branching out into financial services (Telstra were an early aquirer of online bank clearing services back when the idea was novel) which makes a lot of sense given the investment in billing and financial relationship processes doesn’t fill me with glee.. Yet coles felt they could take their brand and repurpose it to a generation who want to watch status quo videos and drive noddy cars with giant red hands on. Down down, brand going down.
Woolworths brand is worth a shitload more than their performance.
#1 JB. I think you’ve missed the point.
Optus plans have to be ‘better value’ (you mean cheaper) because people don’t see their offer as valuable. i.e. customers value the Telstra brand and product offer i.e. coverage, service etc more than that of Optus.
What, Telstra No 1? Worst service on earth – just ask some Paddington (Sydney) subscribers or their friends trying to ring them on landline connections.
Lousy employer off shore.