The Kantar BrandZ Top 40 Most Valuable Australian Brands are this year valued at US$156 billion, a significant 25% increase in value since 2023. The brands that make up the ranking have nailed the local market, yet there remains a significant opportunity to go global. Just 18% of the brand value in the Top 40 is derived from international markets.
Highlights from this report, which includes the opinions of 63,000 respondents and about 1064 brands across more than 80 categories, reveal:
- The biggest of the Big Four banks in Australia – Commbank - retains its position as the most valuable brand, with a brand value of US$31 billion
- The top 3 are completed with Canva at No.2 ($14.2bn) and ANZ at No.3 ($11.2bn)
- The insurance specialist QBE, is the highest riser, up 67% in brand value
- New entrants include realestate.com.au (No.6; $8.5bn) and Medibank (No.25; $1.0bn)
- High-performing brands in the Top 40 demonstrate that brands generate value from their ability to meet people’s needs and stand out from the crowd
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Infographic
Australia’s Top 40 brand ranking is made up of an array of brands from 11 different categories, but two categories stand out. There are 16 Financial Services brands and eight Retail brands in the ranking. These categories are at the heart of the national economy and account for 67% of the ranking’s total value. Explore the ranking results in this infographic.
Video
Watch this video to discover Australia’s top brands. Brands that have grown in value have dedicated time and effort to being Meaningfully Different. Kantar’s Blueprint for Brand Growth shows there are three key catalysts for brand value development: Predispose More People, Be More Present and Find New Space.
Methodology
To be eligible for inclusion in this ranking, the brand must have been created in the market and be owned by an enterprise listed on a recognised stock exchange. For those owned by private companies, financial statements must be available in the public domain. Unicorn brands must have their most recent valuation publicly available. Watch the video to learn more about the methodology behind Kantar BrandZ brand valuation rankings, which is based on a three-step process, combining financial value and brand contribution to determine a brand’s value.
The top 40 most valuable Australian brands of today are worth US$125bn, and reflect that people reward those brands that are both meaningful (meet needs in relevant ways) and salient (come easily to mind). When brands achieve meaningful salience, they are well known for something that consumers feel is relevant to their lives, and tend to grow market share as a result.
Highlights from analysis of the 2023 Australian brand ranking, which is based on the opinions of more than 45,500 respondents about 965 unique brands across 74 categories, reveals:
- With its distinctive yellow brand assets and its ‘We can’ mantra, CommBank is Australia’s most valuable brand, worth US$21.6bn
- Global phenomenon Canva is in second position with a brand value of US$16.1bn
- Brands from 13 categories make the ranking in 2023, with six banking brands and ten retailers dominating the Top 40, led by Woolworths (No.3; US$11.7bn)
- The Australian brand ranking shows that any brand, old or new, can drive brand value; Australia Post (No.19; US$1.4bn) is the oldest brand in the Top 40, just eclipsing the youngest brand, Afterpay (No.20, US$1.2bn)
- Perceptions of sustainability have been steadily improving in recent years, and brands undertaking sustainability initiatives that feel authentic, in turn, feed consumer trust
As people become more discerning with their spend, one way brands can stand out from the crowd is by providing a product or experience that’s tailored to the individual. Read more about what makes a strong brand in the new report, and strategies to create a clear, distinct proposition which drives consumer satisfaction and sales.
The banking sector maintained its presence in the BrandZ Top 40 Australian Brands 2019, despite the total ranking value dropping by 5% to US$96.8 billion.
The dividing line between many of the best-performing brands and those that have struggled is consumer trust. Brands that were able to win the trust of consumers, and achieve meaningful difference against competitors performed six times better than those that fell behind in these areas.
Download the Kantar BrandZ Most Valuable Australian Brands 2019 report
Download the Kantar BrandZ Most Valuable Australian Brands 2019 infographic
Kantar and WPP have published the 2018 BrandZ™ Top 40 Most Valuable Australian Brands ranking and report.
This new annual report tracks the value of Australia’s most valuable brands and provides insights on the potential of other strong brands. The total brand value of the 2018 BrandZ Top 40 is US$16.4 billion. Ninety percent of the total US$101.6 billion brand value is split between banks, retail, telecom providers and insurance.
What's missing from Australia’s brand mix is technology, which can be a key driver of total brand value in most large economies as well as being easily exported into other markets.
Read the new report and ranking to learn more about Australia’s most successful brands and key lessons for building strong brands that stand the test of time.
Download the BrandZ Most Valuable Australian Brands 2018 report
Download the BrandZ Most Valuable Australian Brands 2018 infographic
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