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by Ellis Malovany

Evolving in a rapidly globalizing world



I am delighted to introduce you to the inaugural WPP BrandZ™ Top 40 Most Valuable Australian Brands ranking at a time of great challenge in Australia.


As the country’s dominant industry undergoes in-depth scrutiny that will undoubtedly change how business is done, this ground-breaking study ranks the country’s most successful brands, analyzes their strengths, and identifies the key forces that are driving growth in this market.


It is the first edition of an annual review that will track and anticipate the rapidly evolving environment for brands in Australia, and will chart the changing fortunes of the country’s most valuable brands.


We are incredibly excited to be bringing the BrandZ study to Australia. It has the 10th largest GDP of any country in the world, yet its geographic position makes it one of the most isolated.


Australia’s impact on the world has stemmed from its high quality of life and strong environmental sustainability as Australia like nowhere else celebrates equality, diversity, and strong social ‘mateship’. This heritage serves many Australian brands well.


At the same time, the landscape in which business is done and on which brands are built is being transformed. This is to some extent happening the world over, but in Australia that has succeeded for many years in incubating its brands with minimal outside influence, it comes at a time when technology and innovation allows for rapid globalization and disruption.

Australia’s economy grew at 3.1 percent in the first quarter of 2018, outpacing the U.S., U.E., Canada, Germany, and France.

Australia’s powerful banking sector has rebounded since news of the Royal Commission was announced. Despite initial drops in value, the Big Four banks have come back, signalling to the world the strength of the sector.


Australia’s demographics are undergoing change. Immigration and population densities in its largest cities are forcing paradigm shifts in how business is done, by whom, for whom, and while quality of life is high, so is the cost of living.


Australian brands are beloved and have rich histories that are embedded in the upbringing of its populace. Brands like Arnott’s, David Jones, and Foster’s Beer are as much of the Australian culture as outdoor living, adventure, and living life to the fullest.


As Australian cultural and business exports change, so too does the image of “Brand Australia” that they carry with them. In this report, we examine the strength of the relationship between Brand Australia and the brands of Australia, which has been a powerful exemplar for incubation, dependence on locally sourced and produced goods, and therefore, sustainability and environmental consideration. The acceleration of technological change and ready access of globalization, will help determine what Australia stands for in the mind of the modern global consumer.


We take an exclusive, in-depth look at data and analysis from the “Best Countries” research done by Y&R’s BAV Group, with Partners US News and the Wharton Business School, which shines a light on how country of origin affects French brands.

For WPP, Australia is a unique market, one that is undergoing change and facing unparalleled disruptive forces upon its shores.


Whether you’re an Australian brand or a global name, in this report I hope you’ll find inspiration and guidance to help you create and grow more meaningful, impactful brands both in Australia and beyond.


Take Aways provide succinct, action-oriented recommendations for brands based on our expert analysis of the market. We’ve also included summaries of Australia’s Top 40 most valuable brands. Brand experts from WPP companies across Australia share their market wisdom and sharp insights through extensive Thought Leadership and Best Practices essays.


And we present all this with stunning photography and a vibrant design that reflects the beauty, fun, and adventure of the country itself.


At WPP, the global communications services leader, our companies have been engaged in Australia for over three years. Today, around 5,500 people work across WPP companies in 150 offcies accross Australia and New Zealand, providing advertising, marketing, insight, media, digital, shopper marketing and PR expertise. It’s part of our global presence in 112 countries. By linking all this talent, creativity, wisdom, and horizontality, we amplify global trends and insights that help our clients in useful and unique ways.

We invite you to access our unrivalled BrandZ™ resource library. Along with the new BrandZ™ Top 40 Most Valuable Australian Brands report, the library includes these annual studies: BrandZ™ Top 100 Most Valuable Global Brands, BrandZ™ Top 100 Most Valuable Chinese Brands, BrandZ™ Top 30 Most Valuable Spanish Brands and BrandZ™ Top 50 Most Valuable UK Brands. To download these and other reports, please visit www.BrandZ.com. For the interactive BrandZ™ mobile apps go to www.BrandZ.com/mobile.


The backbone of all this intelligence remains the WPP proprietary BrandZ™, the world’s largest, consumer-focused source of brand equity knowledge and insight, and WPP’s proprietary BrandZ™ brand valuation methodology. First we analyse relevant corporate financial data and strip away everything that doesn’t pertain to the branded business. Then we take a critical step that makes BrandZ™ unique and definitive among brand valuation methodologies. We conduct ongoing, in-depth quantitative consumer research with more than 170,000 consumers annually, across more than 50 countries, to assess consumer attitudes about, and relationships with, over 100,000 brands.


Our database includes information from over two million consumers. It reveals the power of the brand in the mind of the consumer that creates predisposition to buy and, most importantly, validates a positive correlation with better sales performance.


At WPP, we’re passionate about using our creativity to create and build strong, differentiated brands that deliver lasting shareholder value. To learn more about how to apply our experience and expertise to benefit your brand, please contact any of the WPP companies that contributed expertise to this report. View the summaries of each company and the contact details of key executives. Or feel free to contact me directly.


Sincerely, David Roth

WPP droth@wpp.com

Twitter: @davidrothlondon

Blog: www.davidroth.com


Brand Selection Criteria


Our proprietary BrandZ™ brand valuation methodology makes the Top 40 Most Valuable Australian Brands the definitive study of brands in Australia. The uniquely consumer-facing BrandZ™ methodology combines extensive and on-going consumer research with rigorous financial analysis. (See page for full methodology.)


We gathered brand perceptions from consumers across the French market, in both urban and rural areas. We selected brands that met these two qualifying criteria:

-The brand was originally created in Australia

- The brand is owned by a publicly traded enterprise, or its financials are published in the public domain


This approach produced a carefully conceived ranking of brands in 14 consumer-facing categories, including banks, telecom providers, consumer packaged goods, luxury, energy providers, and airlines.


To learn more about the BrandZ™ valuation methodology, please contact:

Elspeth Cheung, Global BrandZ™ Valuation Director, Elspeth.Cheung@kantarmillardbrown.com