Woolworths has taken the mantle of Australia’s most valuable brand, dethroning Telstra, following a 5% lift in its brand value to $11.8 billion. Telstra’s brand value dropped 20% after dominating the rankings for four years.
The rankings, compiled by Brand Finance, evaluate the strength of brands based on factors including marketing, investment, familiarity, loyalty, staff satisfaction and corporate reputation.
Woolies’ main competitor, Coles, posted a slight increase in its brand value (0.2%), despite its recent demerger from Wesfarmers. “We are witnessing a decreasingly optimistic market, where many of the country’s biggest consumer brands are suffering,” says Brand Finance managing director Mark Crowe.
“Household names Woolworths and Coles are bucking the trend, supported by their long-standing position in the marketplace. Wool-worths is facing a difficult year ahead after the damaging investigation…