IKEA Named Most Authentic Brand In Australia

IKEA Named Most Authentic Brand In Australia
SHARE
THIS



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:

  1. IKEA
  2. Apple
  3. Bunnings
  4. Aldi
  5. Amazon
  6. Qantas
  7. Google
  8. ABC
  9. Mazda
  10. Toyota
  11. Coca-Cola
  12. Netflix
  13. Hyundai
  14. Australia Post
  15. Foxtel
  16. Commonwealth Bank
  17. NAB
  18. Telstra
  19. Optus
  20. Woolworths

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.”

Please login with linkedin to comment

Brand Alpha Principals The Navigators Uniformdating.com

Latest News

NSW Government Launches New Sexual Consent Campaign Aimed At Under 25s
  • Campaigns

NSW Government Launches New Sexual Consent Campaign Aimed At Under 25s

A new public awareness campaign has launched which aims to educate sexually active young people around new consent laws. Called “Make no doubt” the ads are for the NSW Government and have been launched ahead of a major change to sexual consent laws set to come into effect in NSW from June the 1st. The […]

by B&T Magazine

B&T Magazine
Alexa Looks To Expand Her Knowledge Of Australia By Teaming Up With The Betoota Advocate
  • Campaigns
  • Technology

Alexa Looks To Expand Her Knowledge Of Australia By Teaming Up With The Betoota Advocate

Alexa continues to learn and lap up Australian culture, with Amazon today announcing the addition of new ‘Strayan slang to her vocabulary. From well-worn phrases like “Dog’s Eye” to emerging social-media slang like “Bachelor’s Handbag”, Alexa’s latest lessons are part of her ongoing Aussie education and make it even easier for her to understand her […]

Twitter Executives Unclear About Future Of Company Under Musk
  • Technology

Twitter Executives Unclear About Future Of Company Under Musk

During a meeting held by all shareholders of social media company Twitter, there were a lot of questions asked regarding the direction they would be taking and when the deal with Tesla owner Elon Musk would be finalised, but no real answers were given. Twitter CEO Parag Agrawal simply said that they were “…working through […]

Study: Over 90% Of Major US Brands Think Their Creative & Media Need To Be Better Aligned
  • Media

Study: Over 90% Of Major US Brands Think Their Creative & Media Need To Be Better Aligned

A new US study of 100 major brands with annual marketing budgets in excess of $US50 million ($A70 million) has found a worrying mismatch between creative and media spends. Creative management platform Smartly.io released the survey called Releasing the Power of Digital Creative. You can read the study HERE. While 89 per cent of the […]

by B&T Magazine

B&T Magazine
Bastion Asia Solidifies Its Strategic Partnership With Adventi, Shanghai
  • Marketing

Bastion Asia Solidifies Its Strategic Partnership With Adventi, Shanghai

Asian marketing communications agency Bastion Asia has announced a strategic partnership with one of Shanghai’s leading PR agencies, Adventi, to drive greater digital and marketing innovation for Australian brands seeking to engage with Chinese audiences. Adventi, a marketing and communications agency specialising in luxury brands, is known for bringing some of Europe’s biggest luxury brands […]

Engine Creative Brings Innovation To The Lost Person Poster Using Modern Day Technology
  • Campaigns
  • Technology

Engine Creative Brings Innovation To The Lost Person Poster Using Modern Day Technology

Engine Creative has reinvented the missing person poster – re-thinking the standard design and introducing a high-impact live portrait – for UK charity Missing People to coincide with International Missing Children’s Day. The striking, high-tech digital posters show a ‘live’ image of the missing person appearing to move their eyes, smile and make facial expressions. […]

Amplify Announces Three Senior Promotions & New Client Wins
  • Advertising

Amplify Announces Three Senior Promotions & New Client Wins

Amplify, the global creative agency specialising in experience and culture, has added Canva, PlayStation and Levi’s to its client roster and announced a string of senior promotions in a phase of strong business growth. The agency will provide brand experience services to the three global brands. Coinciding with significant new business momentum, Amplify has boosted […]

Spark Foundry Promotes Sue-Ellen Osborn & Greg Cattelain
  • Media

Spark Foundry Promotes Sue-Ellen Osborn & Greg Cattelain

Spark Foundry has announced two more key promotions, aimed at further strengthening its investment and digital capabilities. Effective immediately, Sue-Ellen Osborn (left in main photo) moves from her position as group activation director, to the elevated new role of Sydney head of investment. Meanwhile Greg Cattelain (right), formerly national head of programmatic, steps into the […]

LinkedIn Puts The Spotlight On Indigenous Australians In The Workplace With New Campaign By Campfire X For Reconciliation Week
  • Campaigns

LinkedIn Puts The Spotlight On Indigenous Australians In The Workplace With New Campaign By Campfire X For Reconciliation Week

LinkedIn, the world’s largest professional network, has today launched the latest iteration of its #ConversationsForChange initiative with a new content series in partnership with Indigenous-led creative consultancy, Campfire X. The three-part series, titled ‘Change Starts With’, aims to highlight the often subtle, everyday moments that can impact Indigenous Australians in the workplace. The campaign encourages […]

Microsoft Build 2022 Conference Unveils A Number Of Key Updates On Windows, Office, And More
  • Technology

Microsoft Build 2022 Conference Unveils A Number Of Key Updates On Windows, Office, And More

Microsoft’s Build conference for developers that took place yesterday showcased several important additions to the US tech giant’s PC software that will soon be released to the public. During the presentation, which was live-streamed for audiences all around the world, the company revealed their plans for various programs such as Teams. Microsoft will soon be […]

Australia’s Ad Standards Received 4675 Complaints In 2021, Up 33% Year-On-Year
  • Advertising

Australia’s Ad Standards Received 4675 Complaints In 2021, Up 33% Year-On-Year

Australia’s ad watchdog Ad Standards has released its annual Review Of Operations that provides an insight into advertising complaint statistics and key areas of work in 2021. Some 4675 advertising complaints were lodged last year, 33 per cent more than in 2020. The Ad Standards Community Panel considered a total of 315 cases and upheld […]

by B&T Magazine

B&T Magazine
Global Study Finds Top Challenges For Journalists & Uncovers Relationships With PRs
  • Media

Global Study Finds Top Challenges For Journalists & Uncovers Relationships With PRs

Cision, a communications platform helping public relations and marketing professionals around the world understand, influence and amplify their stories, released its annual State of the Media report with responses from more than 3800 journalists from 17 global markets to understand challenges faced in a marketplace that is rapidly evolving, and how public relations can support […]

The Six Habits Of Successful Entrepreneurs
  • Opinion

The Six Habits Of Successful Entrepreneurs

Alan Manly (main photo), OAM, is the CEO of Universal Business School Sydney (UBSS) and author of The Unlikely Entrepreneur. In this guest post, Manly offers tips from turning that side hustle into entrepreneurial greatness… Over the past few years, the success of leading businesses and entrepreneurs has been thrust into the spotlight like we […]

Opinion

by B&T Magazine

B&T Magazine
Metarise Create Innovation With Australia’s First-Ever Web3 Incubator
  • Technology

Metarise Create Innovation With Australia’s First-Ever Web3 Incubator

Collective Campus, Australian innovation consultancy and start-up accelerator, is spinning off Metarise – a web3 venture fund and tokenized start-up accelerator focused on bringing web3 projects to life across Asia-Pacific. Having run numerous web2 accelerators in partnership with brands such as Microsoft, Village Roadshow, Charter Hall, and Mills Oakley, Metarise’s ANZ Launchpad will be run […]

TikTok Unveils A Whole New Field Of Marketing Opportunities Through #TikTokMadeMeBuyIt
  • Campaigns
  • Technology

TikTok Unveils A Whole New Field Of Marketing Opportunities Through #TikTokMadeMeBuyIt

The popular video sharing platform TikTok is showing agencies its unique potential as a place to share their products with its latest #TikTokMadeMeBuyIt campaign, which is becoming increasingly appealing with audiences and users. During the pandemic, TikTok became one of the breakout social media outlets, rapidly rising in account numbers as people all across the […]

Spotify Introduces Call-To-Action Cards As A Method Of Immersive Advertising
  • Marketing
  • Technology

Spotify Introduces Call-To-Action Cards As A Method Of Immersive Advertising

Music streaming service Spotify has created a new way for marketers to reach their target audiences with the launch of Call-To-Action (CTA) cards, a series of clickable, interactive companion display units for audio ads. Powered by Spotify’s Streaming Ad Insertion (SAI) technology, these CTA cards will be tied to the audio ads that Spotify users […]

InMobi Announces Expanded Charters For The Local Team In Australia & NZ
  • Media

InMobi Announces Expanded Charters For The Local Team In Australia & NZ

InMobi, a provider of content, marketing, and monetisation technologies that help businesses fuel growth, announced expanded charters for the local team in Australia and New Zealand (ANZ) today. Including the expansion of Richard O’Sullivan’s (main photo) role as VP & general manager, ANZ to double-hat and become VP of Agency Partnerships in Asia Pacific (APAC). […]