Research conducted by branding agency Principals in conjunction with research firm The Navigators has found Swedish furniture brand IKEA to be the most authentic brand in the Australian market.
The Brand Alpha study sought the opinion of Australian consumers around four key drivers of authenticity: visibility, value, vitality and virtue.
The research is conducted multiple times each year and has been running for more than 10 years, with a minimum of 300 nationally representative respondents assessing a list of 140 brands.
The most recent wave of research was conducted in April and May, and placed IKEA as the most authentic brand, with the furniture business performing well on the four ‘V’ factors.
Wayde Bull, founder and planning director at Principals, said IKEA rated well with consumers on practically everything.
“Often brands do well on one key dimension, such as CommBank, which performs best on visibility, but IKEA performed over and above on value, vitality and visibility, and performed as expected on virtue,” he said.
Here’s the list of the top 20 most authentic brands in Australia, according to the study:
- Australia Post
- Commonwealth Bank
The top five brands in the study all rated well with the public in multiple dimensions, and while tech brands have a history of excelling in brand related studies – Google, Apple, Microsoft, Amazon and Facebook took out the top five places in WPP and Kantar Millward Brown’s recently-released BrandZ Top 100 Most Valuable Global Brands ranking – more human service driven offerings such as Bunnings, Qantas and Aldi feature in the top rankings of Brand Alpha.
“This gives hope to the non-tech brands that differentiation can be achieved through service and the human aspects of the brand,” Bull said.
Other key findings of the study include automotive brand Mazda overtaking Toyota. In previous years, Toyota placed higher in the rankings. With Brand Alpha acting as a forward indicator of brand performance, Bull said Mazda can be expected to see a continued lift in its brand.
Elsewhere, iconic Australian brand Qantas has moved into sixth place on the list. At the time of Brand Alpha’s inception, the airline ranked second, but in recent years it has fallen down the list.
Conversely, this is the first time the survey has asked for public opinion on Amazon, which debuted at number five.
“Amazon is a brand that is well understood by Australians,” Bull said.
“Even if people haven’t personally used it, they know what it is about. In fact, it is the second strongest brand we have ever measured in terms of value.”
Cannes in Cairns, presented by Pinterest, is thrilled to announce that none other than Microsoft will be hosting an offsite networking lunch at Cairns’ stunning Salt House restaurant on Thursday the 3rd of February as part of the event’s packed agenda. As a silver partner to the event, Microsoft (who, we’re sure you’ll agree needs […]
Creative design marketplace, DesignCrowd, has announced reaching the milestone of one million registered designers on its global platform. The Aussie crowdsourcing start-up currently has a 1,004,000-strong freelance designer network, which has grossed over $A62 million since the company’s 2008 launch. The network have completed over 26 million graphic, logo and web designs for both small […]
The Chiefs and Optus today announce a partnership extension that will see the brands continue to collaborate around gaming content in Australia for a further 12 months. The news follows a successful 12-month partnership, including members of The Chiefs featuring in Optus’ Gamer Plan launch supporting the development of Optus’ Streaming Booth. Much of the […]
During the month of October, $A8.5 million was spent in digital travel advertising and digital impressions were up almost 40 per cent from September, according to the Nielsen Ad Intel report. The report found that the top advertisers amongst cruise lines from October in order are Emerald Cruises, Oceania Cruises, and Royal Caribbean. Amongst the […]
Integral Ad Science (IAS) announced the expansion of its context control solution for advertisers and publishers globally to give customers more control over the context of digital ad placements. IAS CEO, Lisa Utzschneider (featured image), gave insight into the enhancement, saying: “We first launched context control to help our customers transform their targeting strategies, and […]
Programmatic video advertising platform Unruly has introduced content level targeting that standardises attributes across genre and rating segments enabling scaled buying on premium video content. Today Unruly announced the introduction of its content level inventory that segments inventory based on publisher bidstream attributes that mirror linear TV buys, such as genre and rating. The solution […]
Golden Circle is bringing a splash of sunshine to the Australian Summer with the launch of an innovative, SmilePay vending machine. The machine was created by 72andSunny, and software development company, Enabled 2 GO Technologies. It uses existing smile recognition software to recognise an Aussie smile and in return release a complimentary ice-gold Golden Circle fruit drink […]
Almost half (49 per cent) of Australia’s marketing, media, and communications employees feel their managers are showing little, if any, concern for their mental wellbeing, a new report has found. The report – conducted on behalf of the Australian College of Applied Professions in October 2021 – surveyed 1000 nationally represented workers and found some […]
Meta has partnered with creative agency, Now We Collide to showcase the strength and resilience of small businesses around Australia. The campaign “Good Ideas Deserve To Be Found,” features the stories of four Australian businesses including Singing Magpie (SA), BoardSox (VIC), D-STILL Drinkware (QLD) and Survival Emergency Solutions (NSW). Each story shows how the business […]
The internet is invaluable but cyber security fears are keeping Australians offline. According to new research released today by the .au Domain Administration (auDA), almost 90 per cent of Australians say the Internet has a positive impact on their lives. Moreover, almost all small businesses (98 per cent) depend on the Internet as an invaluable […]