Interbrand, a leading brand consultancy, today announced the 20 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 20 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, managing director, Interbrand Australia 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 downturn 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.

Best Australian Brand Rankings (value in A$ million):

1. Telstra ($9,700)   
2. Commonwealth Bank ($7,100)
3. NAB ($5,100) 
4. Westpac ($4,800)
5. Woolworths ($4,600)
6. Macquarie Group ($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)

The Australian Best Brands Report 2009 includes an analysis of each of the top 20 brands in addition to background information on brand valuation and current industry trends.