04/03/2009 - 15:01

Telstra, CBA rank as best brands

04/03/2009 - 15:01


Save articles for future reference.

Telstra and the Commonwealth Bank of Australia have been named as the top brands in the country, according to a report released today.

Telstra, CBA rank as best brands

Telstra and the Commonwealth Bank of Australia have been named as the top brands in the country, according to a report released today.

Interbrand, a global brand consultancy firm, released its Best Australian Brands 2009 Report which provides a ranking of the nation's top 20 brands, indicating the value a brand holds economically and the connection it holds with Australian consumers.

National Australia Bank, Westpac and Woolworth's rounded out the top five.



Full announcement below:

Sydney, 04 March 2009 - Interbrand, the world's leading brand consultancy, today announced the twenty Best Australian Brands, with Telstra and Commonwealth Bank being named as having Australia's highest brand values.
The Australian Best Brands Report provides a ranking that is an indication of the value a brand holds not only economically, but also in the connection it holds with Australian consumers.
Interbrand's 2009 rankings include twenty brands that are at the top of the Australian business landscape. The report includes detailed analysis including:
- Telstra's top ranking is due to its ability to tailor its offering; it is the only media and information services company in Australia that provides its customers with a truly integrated telecommunications experience.
- The Commonwealth Bank remains the number one bank in Australia. The bank has achieved success through its consistency in cross selling and delivering the types of products customers want across a range of categories. In addition, millions has been spent on improving efficiency and customer service.
Damian Borchok, Interbrand Australia managing director, said: "Interbrand's Best Brands Report has become a global barometer for measuring the value companies are generating in building and managing their brand. Telstra and the Commonwealth Bank are great examples of Australian brands that have a strong connection with consumers and relevant business offerings."
An important criterion of Interbrand's evaluation of brand value was the successful strategies put in place by companies to ensure continued success in the downturn.
"The ability to create business opportunities in the economic turndown is a representation of a strong brand. One strategy to help growth in the current economic climate is for brands to look for business opportunities globally. Many of the Australian brands featured in the rankings are aggressively seeking to expand away from Australian shores into larger and more lucrative overseas markets. Brands such as Billabong, Macquarie Group, Harvey Norman and Flight Centre have now established offshore cash flows which have proven to be of great success," continued Borchok.
Jez Frampton, Interbrand's Group Chief Executive said: "The top twenty Best Australian Brands includes a range of companies from financial institutions to retail stores and it is great to see the strength of the Australian business landscape even in times of economic instability. The increasing complexities of the global economy only reinforce the importance of protecting and growing a brand. It is a company's most valuable asset - and a far less volatile asset than others during a time of economic uncertainty."
Best Australian Brand Rankings (value in A$ million):

Rank Brand Brand value (A$ million)

1 Telstra 9,700

2 CBA 7,100

3 NAB 5,100

4 Westpac 4,800

5 Woolworth's 4,600

6 Macquarie 3,200

7 ANZ 3,100

8 Billabong 2,200

9 St George 1,900

10 Harvey Norman 1,300

11 Australia Post 900

12 David Jones 760

13 Myer 670

14 Flight Centre 630

15 Crown 560

16 Ansell 500

17 Computershare 380

18 Origin 220

19 JB Hi-Fi 190

20 Bendigo Bank 150



Subscription Options