Telstra remains Australia's most valuable brand

Telstra has retained its title of Australia’s most valuable brand, with its total brand value reaching US$12.43 billion ($15.46 billion) in 2017, according to Brand Finance Australia.

Telstra’s brand continues to perform impressively across a number of brand attributes, leading to a 13.6% increase in value, according to Brand Finance Australia Managing Director Mark Crowe.

“The strength of the brand is in contrast to the overall decline in Telstra’s market value of 21%, highlighting the ever-increasing importance of the brand in the organisation’s business strategy and reputation,” he said.

“Telstra is also reaping the benefits of its customer-focused investments in the next generation of networks.”

Optus is the only other ICT-related company in the list of the top 10 most valuable Australian brands, with its position remaining unchanged at ninth during 2017 and its total value reaching US$3.94 billion.

Globally, Amazon has overtaken Google as the world’s most valuable brand, with its total value growing 42% to US$150.8 billion in 2017. This brand value estimate does not fully measure the impact of Amazon’s Australian launch in December, Brand Finance said.

Amazon’s increasing market value reflects its diversification into cloud infrastructure and electronics and its move into the brick and mortar realm in 2017 with the US$13.7 billion acquisition of US retailer Whole Foods.

Apple’s brand value meanwhile increased 37% to US$146.3 billion and maintained second place in the global ranking, but Brand Value said the company’s future in the post-Jobs era looks challenging, with the company growing overdependent on sales of its flagship iPhones.

Google fell from first to third in the global rankings despite growing its brand value by 10% to US$120.9 billion.

This year, meanwhile, marked the first time technology companies took all five places in the global league table, with Samsung (39% higher brand value of US$92.3 billion) and Facebook (45% higher brand value of US$89.7 billion) taking fourth and fifth place respectively.

Image credit: ©iStockphoto.com/Oleksiy Mark

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