The 25 most valuable brands | companies in Australia

The 25 most valuable brands in Australia have a combined value of US$90 billion, according to a new study. Commonwealth Bank of Australia and Australia and New Zealand Banking are the country’s most valuable brands by a distance, followed by well-known Australian giants such as Telstra, Westpac and Woolworths.

Part of a global study conducted in more than fifteen countries, researchers from WPP subsidiary Kantar assessed the brand value of Australia’s leading companies. To calculate brand value, the researchers studied consumer perspectives to uncover which brands enjoy the best reputation and the largest number of positive associations, among others. Over 3.7 million consumer interviews were feeded into the analysis globally, in Australia the views of 52,000 consumers were taken under scrutiny. 

Australia’s list of most valuable brands shows that the top 40 companies have a combined brand value of US$97 billion, with the top 25 accounting for 93% of that number. Large banking institutions are the most well-known brands among Australians – the sector accounts for five of the top 10 places in the top 25, and over 40% of value of the top 25. Not surprisingly, CommBank en ANZ are on top, with Westpac, National Australia Bank, St. George Bank also ranking in the ten. 

Despite facing fierce competition from discounters, Woolworths, Coles and Bunnings remain Australia’s most respected retailer brands, while in telecommunications, giants Telstra and Optus lead the way.

Top 25 brands

An overview of the 25 most valuable brands in Australia:

1. Commonwealth Bank of Australia (CommBank)
Brand value: $15,933 million
Year founded: 1911
Sector: Banking
Headquarter: Sydney, New South Wales
Number of employees: 52,000

2. Australia and New Zealand Banking Group (ANZ)
Brand value: $10,946 million
Year founded: 1835
Sector: Banking
Headquarter: Melbourne, Victoria
Number of employees: 50,000

3. Telstra
Brand value: $8,740 million
Year founded: 1975
Sector: Telecommunications
Headquarter: Melbourne, Victoria
Number of employees: 36,000

4. Westpac
Brand value: $7,631 million
Year founded: 1817
Sector: Banking
Headquarter: Sydney, New South Wales
Number of employees: 35,000

5. Woolworths
Brand value: $7,045 million
Year founded:1924
Sector: Grocery
Headquarter: Bella Vista, New South Wales
Number of employees: 205,000

6. National Australia Bank (NAB)
Brand value: $6,740 million
Year founded:1982
Sector: Banking
Headquarter: Melbourne, Victoria
Number of employees: 35,000

7. Coles
Brand value: $4,694 million
Year founded: 1914
Sector: Grocery
Headquarter: Hawthorn East, Victoria
Number of employees: 10,000

8. Optus
Brand value: $3,058 million
Year founded: 1981
Sector: Telecommunications
Headquarter: Sydney, New South Wales
Number of employees: 9,500

9. Bunnings
Brand value: $2,740 million
Year founded: 1887
Sector: Retail
Headquarter: Melbourne, Victoria
Number of employees: 31,000

10. St. George Bank
Brand value: $2,212 million
Year founded: 1937
Sector: Banking
Headquarter: Melbourne, Victoria
Number of employees: 4,200

11. Westfield (Scentre Group)
Brand value: $2,106 million
Year founded: 1960
Sector: Retail and Real Estate
Headquarter: Sydney, New South Wales
Number of employees: 2,500

12. TNT
Brand value: $1,865 million
Year founded: 1946
Sector: Package/Freight Delivery
Headquarter: Hoofddorp, Netherlands
Number of employees: 24,000

13. Origin
Brand value: $1,779 million
Year founded: 2000
Sector: Oil & Energy
Headquarter: Sydney, New South Wales
Number of employees: 6,000

14. TAB
Brand value: $1,747 million
Year founded: 1994
Sector: Gambling
Headquarter: Melbourne, Victoria
Number of employees: 5,000

15. AGL
Brand value: $1,564 million
Year founded: 1837
Sector: Utilities
Headquarter: Sydney, New South Wales
Number of employees: 3,700

16. QBE
Brand value: $1,446 million
Year founded: 1886
Sector: Insurance
Headquarter: Sydney, New South Wales
Number of employees: 12,000

17. Foxtel
Brand value: $1,267 million
Year founded: 1995
Sector: Broadcast Media
Headquarter: Sydney, New South Wales
Number of employees: 2,400

18. Bankwest
Brand value: $1,198 million
Year founded: 1895
Sector: Financial Services
Headquarter: Perth, Western Australia
Number of employees: 3,600

19. Qantas
Brand value: $1,162 million
Year founded: 1920
Sector: Airlines/Aviation
Headquarter: Perth, Western Australia
Number of employees: 26,000

20. Afterpay Touch
Brand value: $1,152 million
Year founded: 2015
Sector: Information Technology and Services
Headquarter: Melbourne, Victoria
Number of employees: 450

21. Australian Post
Brand value: $1,069 million
Year founded: 1809
Sector: Postal Service
Headquarter: Melbourne, Victoria
Number of employees: 33,000

22. Suncorp
Brand value: $1,046 million
Year founded: 1996
Sector: Insurance
Headquarter: Brisbane, Queensland
Number of employees: 14,500

23. NRMA Insurance
Brand value: $980 million
Year founded: 1920
Sector: Civic & Social Organisation
Headquarter: Sydney, New South Wales
Number of employees: 1,000

24. Sportsbet
Brand value: $801 million
Year founded: 1993
Sector: Information Technology and Services
Headquarter: Melbourne, Victoria
Number of employees: 700

25. BWS
Brand value: $801 million
Year founded: 2001
Sector: Retail
Headquarter: Bella Vista, New South Wales
Number of employees: 1,300