Amazon Named Planet’s Most Valuable Brand, As Telstra Retains Aussie Title

Amazon (up 42 per cent to US$150.8 billion) is now the world’s most valuable brand, ahead of Apple (up 37 per cent to US$146.3 billion) and Google (up 10 per cent to US$120.9 billion), according to the latest Brand Finance Global 500 report.

The values account for each brand’s global value, with Amazon’s Australian launch in December 2017 still to be fully measured in the next 12 months.

To read the world’s top 500 most valuable brands click here.

To read Australia’s top 100 most valuable brands click here.

Australia’s 100 Most Valuable Brands

Telstra (up 14 per cent to US$12.4 billion) has retained the number one ranking as Australia’s most valuable brand for the third year in a row.

Australian brand values relatively small on global scale, BHP wins global mining ranking

Australia’s number one most valuable brand, Telstra, is ranked at just #120 in the Global 500 ranking. Only nine Australian brands made the Global 500 ranking in 2018, up from eight last year with the addition of Optus at #457 globally.  Optus (up 19 per cent to US$3.9 billion) is the ninth most valuable Australian brand, with brand value growth mainly driven by strong customer brand equity.

In the mining sector, Australia continues to do well.  BHP (up 29 per cent to US5.1 billion) hit pay dirt as the world’s most valuable mining brand on the back of a comprehensive rebranding exercise in 2017. In addition to becoming the world’s largest mining brand, BHP achieved the highest increase in brand value of 29 per cent among the top 10 Australian brands.

Mark Crowe, managing director, Brand Finance Australia, commented: “After a period on rationalisation and consolidation, Woolworths is again climbing to be the 4^th highest ranked brand in Australia with an increase in brand value of 11 per cent. Woolworths is also Australia’s number one ranked retail brand and has again staved off a strong challenge from Coles.

“BHP’s rebranding campaign with a back to heritage theme has paid off with a very impressive increase in brand value to not only being ranked 8^th in Australia, but also the number one mining brand in the world.

“While CBA and Telstra remain Australia’s strongest brands, the two exceptional performers are Qantas and Harvey Norman. While ranked 13^th and 34^th respectively in brand value, Qantas (3^rd) and Harvey Norman (5^th) are still in the top 5 Australia brands for brand strength,” Crowe said.