The annual Brand Finance Global 500 report has unveiled Telstra as Australia’s most valuable brand for the second year running, with CBA overtaking ANZ to secure second place.
The Brand Finance Global 500 and Australia 100 research ranks brands by monetary values and calculates the most powerful brands, as defined by the companies whose enterprise value is most positively impacted by the strength of the brand.
Supermarket giant Woolworths experienced another dramatic decline in brand value, falling again in 2016 to reside at fifth place. In contrast, rival Coles experienced the largest gain of any Australian company jumping to sixth place on the list.
Globally, Google has ruffled Apple’s feathers after it was crowned the world’s most valuable brand, pushing Apple to number two after five years at the top. In another shakeup Lego has replaced Disney as the world’s most powerful brand, with Disney slipping behind the likes of Nike, Google and Visa to settle at sixth place.