Australia 100 2019

The annual report on the most valuable and strongest Australian brands.

• Telstra remains Australia’s most valuable brand despite brand value dropping 7%
• Banks struggle to grow brand value in aftermath of government pressures; Colonial First State worst hit with brand value falling 28%
• Retail brands enjoy strong growth in face of online competition with Woolworths’ brand value up 23%
• Qantas soars to become Australia’s strongest brand with a score of 86.6 out of 100 and an AAA rating

Telstra remains Australia’s most valuable brand, with its key customer segments delivering high quality and reliable operations right across its entire portfolio of telecommunications services. However, the brand continues to face domestic challenges from a variety of competitors in its core services, putting downward pressure on its overall brand value. Looking ahead, management will need to ensure that they are able to leverage Telstra's existing brand strength to ensure that the brand does not merely become a dumb pipe to carry smart services: this offers Telstra the opportunity to grow commercial revenue by extracting greater value from online supply chains.

Mark Crowe, Managing Director, Brand Finance Australia