Australia’s Most Valuable Brands: Telstra Drops 24% As Woolies Claims Top Spot

FILE PHOTO: Shoppers walk into a Woolworths supermarket in Sydney, Australia August 22, 2017. REUTERS/Jason Reed

A sharp drop has seen Telstra relinquish its spot as Australia’s most valuable brand.

Released yesterday, the Brand Finance Global 500 2020 suggests Telstra’s brand value has dropped 24 per cent to $11.8 billion.

As a result, Woolworths is now Australia’s most valuable brand, also valued at $11.8 billion, despite relatively modest 0.6 per cent growth.

It is the first time since 2015 Woolworths has clinched top spot for Australia.

Commonwealth Bank, BHP, Coles, NAB and ANZ all also made the Global 500 list.

However, the value of these Australian brands paled in comparison to tech giants such as Amazon, Google and Facebook.

For the third consecutive year, Amazon defended its position as the world’s most valuable brand.

The Jeff Bezos-led company broke the $US200 billion mark for the first time, growing 18 per cent to $US220.8 billion ($322.7 billion).

“The world’s largest online marketplace, Amazon has also branched out into cloud computing, artificial intelligence, consumer electronics, digital streaming, logistics, and is looking to enter other industries,” Brand Finance said.

“With a diverse product and service portfolio, and thanks to continued investment in fast-growing sectors and innovative technologies, Amazon is not only the leader of today, but also seems primed for tomorrow.”

Google took out second spot ($US159.72 billion), followed by Apple ($US140.52 billion) and Microsoft ($117.07 billion).

To create the report, Brand Finance assesses marketing investment, stakeholder equity and business performance to calculate a Brand Strength Index (BSI) out of 100.

It also looks at the brand royalty rate and brand revenues to come up with the total brand valuation.


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