Woolworths lays claim to Australia’s most valuable brand portfolio

Posted by Isobel Drake on 14th December 2009

Woolworths, Wesfarmers and Lion Nathan have been among the big winners when it comes to brand value gains over the past year, with Woolworths claiming top spot as Australia’s most valuable brand owner.

The research by Brand Finance showed half of the top ten most valuable brands were indeed companies with strong links to the food and beverage sector. Beyond Woolworths, Coles owner Wesfarmers, soft drink maker Coca-Cola Amatil and brewers Lion Nathan and Foster’s made the top ten. Wesfarmers, Woolworths and Lion Nathan also made the list for the top five gainers over the past year.

The second annual Australia’s Most Valuable Brand Portfolios report from Brand Finance highlighted the resilience of Australian companies, with many able to build their value through acquisitions and/or sound management over the past year.

Managing Director of Brand Finance Tim Heberden said retail giant Woolworths received a boost from their rebranding process, while acquisitions are also likely to have helped them increase brand value by 5.4%.

“The new brand identity has been well received and strengthens the association with fresh food,” he said, according to SmartCompany. “We do not expect that management will be overly concerned by the trademark challenge made by Apple.”

“The general secret with developing valuable brands is long-term commitment to investing in the brand and a long-term consistency with what the brand stands for and what it offers. With Woolworths, which has grown in the last couple of years, it’s partly due to the fact groceries weren’t affected by the downturn as much but also its growth in brand value and recognition.”

Sugar processor CSR was another strong performer within the food and beverage sector, making the top fifty for the first time.
Australia’s Top 10 Most Valuable Brand Owners:
Woolworths – $6.384 billion
Westpac Banking – $6.181b
National Australia Bank – $6.123b
Commonwealth Bank – $4.916b
Telstra – $4.560b
Wesfarmers – $4.383b
ANZ – $3.900b
Foster’s Group – $3.660b
Coca-Cola Amatil – $3.614b
Lion Nathan – $2.115b