品牌价值-澳大利亚最具价值和最强大品牌100强的2025年度报告（英）-2025.1_26页_13mb

Commonwealth Bank Becomes Australia's Most Valuable Brand

• Commonwealth Bank secured the top spot with a brand value of AUD$15.7 billion, a 48% increase, driven by strong financial performance, customer trust, and a high Brand Strength Index (BSI) score of 89.0/100.

• Retail giants Woolworths and Coles experienced declines (-17% and -14% respectively), attributed to consumer criticism and pricing issues, while Kmart and Bunnings saw significant growth (+66% and +6%).

• Airlines showed divergent results: Qantas increased by 36%, while Jetstar doubled its value to AUD$1.1 billion.

• Tooheys was the fastest-growing brand, tripling its value to AUD$452 million through innovations in low/no-alcohol products and sustainability initiatives.

• Sustainability is becoming a key differentiator, with brands like Commonwealth Bank and Bunnings leading in ESG efforts, while others struggled due to consumer criticism.

Key Insights

• Banking industry now holds 11 of the top brands.
• Retail and airlines adapted to consumer demand but faced mixed outcomes.
• Brand strength is increasingly linked to sustainability, customer trust, and innovation.

Appendix

• Top 10 Brands: Commonwealth Bank, Woolworths, Telstra, ANZ, Coles, NAB, BHP, Bunnings, Macquarie, Atlassian.
• Methodology: Valuation based on ISO 10668, incorporating brand royalty rates, stakeholder perceptions, and financial forecasts.