Woolworths named Australia’s highest valued brand, despite Coles’ comeback

Posted by AFN Staff Writers on 12th June 2012

Researchers at BrandFinance, an international independent brand valuation consultancy specialising in valuing intangible assets, have announced that Woolworths is Australia’s “most valuable brand”. BrandFinance have attributed a value of $7.1billon to the Woolworths brand.

BrandFinance determined this value by estimating the value of future income attributable to the brand and reaching a net present value.  Their findings have been published in ‘BrandFinance: Australian Top 30’, an annual document first released in 2008, incorporating data from all listed companies in Australia.

Despite losing more than $500 million of brand value since last year, Woolworths has maintained its leading position.

Woolworths’ rival, Coles, moved from fourth place last year to third place this year. BrandFinance list Coles’ brand value at $4.7 billion.

Telsta maintained its second-place ranking of last year and its brand is currently valued at $5.1 billion.

However, each of the top three Australian brands are worth only a fraction of the world’s most valuable brand, Apple. BrandFinance have valued Apple’s brand at $71.3 billion – more than the brand value of Australia’s leading 30 companies combined.