CommBank, Canva & Woolies Are Australia’s Most Valuable Brands

Commonwealth Bank branch at Grey Street in the South Bank precinct, Brisbane, Queensland, with motor bikes parked outside.

In news that will surprise no one, CommBank, Canva, and Woolworths have been announced as Australia’s most valuable brands.

In fact, CommBank accounts for almost 17 per cent of the Australian Top 40 brand value worth a total of US$125 billion, according to Kantar BrandZ. Canva and Woolies round out the top three with US$16 billion and US$11 billion valuations, respectively.

“We know from Kantar’s Finding Financial Freedom research that CommBank has done well by investing in capturing customers who are entering the banking category for the first time,” said Ryan France, head of brand strategy, Kantar Australia

“Building on its work appealing to first- and second-generation migrants to Australia, CommBank has recently been advertising at Australian international airports with the tagline, ‘Meet the bank more new arrivals to Australia choose’. With Australia’s birth rate below replacement rate, migration is the clearest source of population growth and, therefore, market expansion.”

Canva is a relative newcomer to the scene and while it is yet to establish its salience, it is well-differentiated in the eyes of consumers.

“Canva continues to focus on the product, but also on communicating what makes it different and establishing relevance to a wider audience,” added France.

“Canva has been working on exactly that, growing salience by showing how it can be used by consumers with a broad range of needs. Not just a tool for making presentations, it’s been showing how it can help with an ever-wider range of tasks, from advertising a home for sale to throwing a baby shower. The brand Canva can probably learn best from, though, is Canva! In Brazil, the brand has already grown its meaningful salience and is fast closing in on the market leader as a result.”

The rest of the top 10 brands are:

4. Telstra

5. ANZ

6. Coles

7. National Australia Bank

8. Westpac

9. Bunnings

10. Seek

Retail is the second most dominant category in Kantar’s listing, with 10 retail brands in the Top 40 worth more than US$30 billion in brand value.

BWS comes in at 12 with a US$2.4bn brand value. Kmart is 15th with a US$1.7bn brand value.

Both new and established brands are having an impact. Australia Post comes in at 19th (US$1.4bn) and is the oldest brand in the Top 40. Afterpay, meanwhile is the youngest brand and places 20th (US$1.2bn).

B&T staffer favourite Great Northern is 39th (US$368m) despite only launching into most states from its native Queensland 90 years later but it has grown to be the best-selling beer brand in the country, with a focus on physical and mental availability and a strong creative.

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