Red Cross and Apple among Australia's most desired brands

Red Cross and Apple among Australia's most desired brands

EXCLUSIVE: Australian consumer’s top five most desired brands predictably include Apple and Cadbury but two charitable organisations made a surprise appearance in the 2013 Brand Desire Report.

B&T Magazine
Posted by B&T Magazine

WWF and the Red Cross are ranked second and third respectively in the study which was unveiled live on stage this afternoon at B&T’s MAD Week.

The study, by M&C Saatchi’s global marketing strategy agency Clear, found Australia to be “by far the most conservative nation” of the five markets and 17,000 consumers surveyed.

Aussie consumers rejected aggressive and sophisticated brands that are focused on image and embraced those seen as reliable, reassuring, practical, honest and sensible.

Notable absentees from the top 100 include Coles, Woolworths and Myer. The department store’s arch rival David Jones ranked 89th.

Myer’s desirability is shrinking, down 29% and sitting in 155th compared to a boost of 48% for David Jones.

Both Coles and Woolworths have suffered declines, with Woolworths dropping by 55% to 178th. Coles dropped just slightly by 8% and now sits in 159th place.

SBS was the only television network to achieve a top 100 place, coming in at 48th just behind Coca-Cola and Zara.

Qantas came in at 35th ahead of Virgin Australia in 50th, with the flying kangaroo’s desirability increasing by 49% compared to Virgin’s 43% lift.

For every winner there is a loser as could be argued in the Qantas and Emirates tie-up with the UAE brand sliding by 9%.

The full list of the top 100 most desired brands are below. Keep an eye on B&T tomorrow to find out how to create brand desire and for insights from Clear’s managing director, Alan King.

1

Apple

2

WWF

3

Red Cross

4

Sony

5

Cadbury's

6

Google

7

Vegemite

8

Nike

9

Skype

10

Tiffany

11

BMW

12

Bonds

13

Disney

14

Tim Tams

15

Toyota

16

Taste.com

17

Dove

18

Arnott's

19

Prada

20

Continental

21

KitKat

22

Nurofen

23

Audi

24

Magnum

25

Rolex

26

YouTube

27

Lindt

28

Eftpos

29

Unicef

30

Chanel

31

Samsung

32

National Broadband Network

33

Microsoft

34

Colgate

35

Qantas

36

Weetbix

37

MILO

38

Twinings

39

IKEA

40

Wii

41

Dettol

42

Uncle Tobys

43

Mercedes

44

Kelloggs

45

Panadol

46

Zara

47

Coca Cola

48

SBS

49

Emirates

50

Virgin Australia

51

Amazon

52

Harley Davidson

53

eBay

54

Vaseline

55

Kleenex

56

Nescafe

57

ABC

58

Swisse Vitamins

59

Visa

60

Absolut Vodka

61

Gumtree

62

Calvin Klein

63

Peters

64

Bunnings

65

Hills Pet Science Diet

66

Moccona

67

Virgin Mobile

68

Allens

69

Louis Vuitton

70

Billabong

71

M&Ms

72

Facebook

73

Gillette

74

Masterfoods

75

Moet Chandon

76

Huggies

77

Lipton

78

Extra

79

Penfolds

80

Boost Juice

81

Jacob's Creek

82

Heinz

83

Ben & Jerrys

84

LG

85

ii net

86

MasterCard

87

Australia Post

88

Purina

89

David Jones

90

Better Homes & Garden

91

Amex

92

Pantene

93

Smirnoff

94

ING

95

Smarties

96

LOreal

97

Adidas

98

P&O Cruises

99

BUPA

100

Little Creatures