BrandZ 最有價(jià)值澳大利亞品牌Top 40報(bào)告

1、BRAND VALUATION SERIES12345678910111213141516171819#7Total value ofthe Australian Top 40 Brands in 2019 Category Breakdown $ - Sector Brand Value 2019 ($m) | % - of 2019 rankingUS$96,783million out of 80 countriesTo find out more about BEST COUNTRIES visit: HYPERLINK /news/best-countries https:/www.

2、usnew HYPERLINK /news/best-countries /new HYPERLINK /news/best-countries s/best-countriesBanks$45,706mil47%Retail$18,171mil19%Telecom Providers$12,964mil13%Energy$3,913mil4%Logistics$3,356mil3%Gambling$3,109mil3%Insurance$2,959mil3%Alcohol$1,971mil2%Change since 2018:-5%Most TrustedAirlines$1,446mil

3、 1%Entertainment$1,267mil1%Payments$1,152mil1%Fast Food$429mil1%Food$341mil1%140Top 10 most creative brands in the Australian Top 40Brands in the 2019 Top 40Trust ScoreCreativity Score144137135128126Total value of Australian116116115114111125123119118Top 40 Brands in 2019 $ - (US$m)% - Change Since

4、2018Brands New to BrandZ Ranking 2019$ - Change Since 2018 | # - 2019 Rank $15,933mil-3% $10,946mil-8%110109107105103$1,865mil#12$1,747mil#14$1,162mil#19$1,152mil#20$1,069mil#21$8,740mil-19%$7,631mil-18%$7,045mil-1%$6,740mil-23%Top Risers% - Brand value 2019 vs 2018$801mil#24$561mil#30$423mil#34 $4,

5、694mil-10%$3,058mil-13%$2,740mil46%$2,212mil-17%46%9%8%7%5%202122232425262728293031323334353637383940CONTENTSSection 01IntroductionThe Honest Truth08Highlights 201910Politics & Economy14Banking: An Industry in the Dock16 HYPERLINK l _TOC_250014 Cross-Category Trends18Key Takeaways20Economy & Demogra

6、phics24 HYPERLINK l _TOC_250013 Media26 HYPERLINK l _TOC_250012 Brand Value28Brand Value by Category30 HYPERLINK l _TOC_250011 The Value of Trust34 HYPERLINK l _TOC_250010 Brand Health40Banks and Brands46 HYPERLINK l _TOC_250009 Innovation, Creativity, Value50Section 02Thought Leadership & Brand Bui

7、lding HYPERLINK l _TOC_250008 Embrace the Feels56Daye Moffit, Landor HYPERLINK l _TOC_250007 Tangible, Real, Felt58Allison Tilling, VMLY&R HYPERLINK l _TOC_250006 Thats Incredible!59Richard Brett, opr HYPERLINK l _TOC_250005 The Paradox of Purpose60Dennis Wong, Kantar HYPERLINK l _TOC_250004 Got a M

8、oment?62Jake Pilgrim, Kantar HYPERLINK l _TOC_250003 Making it Count64Snezna Kerekovic, PPR HYPERLINK l _TOC_250002 Using Smarter Data66John Cucka, KantarThe Rise and Fall of68Owned Asset Marketing Rob Pardini, WPP HYPERLINK l _TOC_250001 Uncomfortable Truth70Paul Nagy, VMLY&RSection 03Top 40 Most V

9、aluable Australian BrandsTop 4074Brand Profiles + Expert Insights76Section 04Brand AustraliaBest Countries 2019100Section 05ResourcesBrandZTM Brand110Valuation MethodologyGoing Global?114China Insights Reports118BrandZTM Brand Buildings Tools120Genome Mapping:122The Science Behind Our ArtBrandZTM Co

10、mpany Contributors124WPP & Brand Experts128BrandZTM Australia Team130Brandz Brand Valuation132Contact Details HYPERLINK l _TOC_250000 Brandz Online & Mobile134SECTION 1 - THE HONEST TRUTHTHEBRANDZ TOP 40 MOST VALUABLE AUSTRALIA N BRANDS 201 9 HONESTTRUTHExport opportunitiesIn this report, we look at

11、 emerging consumer trends that are shaping new media consumption habits and shopper behaviour.Theres insight from across the WPP companies into subjects as varied as:the uncomfortable business of confronting unpleasant truths, and the importanceof focusing on how a brand does what it does, rather th

12、an simply what it does.How we can helpAt WPP, we create the transformative ideas and outcomes that help our clients succeed in todays complex and disruptive world. To accomplish this objective,we bring together remarkably talented thinkers and doers from around the world. They provide expertise in a

13、dvertising; insight, branding and identity, direct, digital, promotion and relationship marketing; media investment management retail and shopper marketing; and publicWe have assembled an extensive library of BrandZ reports and I invite you to access them with our compliments at BrandZ. com. Here ar

14、e just some of the reports you will find there: The BrandZ Top 100 Most Valuable Global Brands, the BrandZ Top 100 Most Valuable US Brands, andthe BrandZ Top 75 Most Valuable Indian Brands. There are also reports into the leading brands in Indonesia, France, the UK, Germany, Spain, Italy, the Nether

15、lands and South Africa. Gain access to all these reports at HYPERLINK http:/www.BrandZ.com/ www.BrandZ.com.Why consumers lost their faith and how to win them backThank you for joining us as we celebrate the brands in the second annual WPP BrandZ Top 40 Most Valuable Australian Brands ranking.The ran

16、king is unique in that it charts a year-on-year decline in total brand value. And its unique in that the decline comes despite overall stock market growth.This reflects the fact that many of the most valuable brands in this country are banks, and that many banks have been given a thorough dressing-d

17、own at the Royal Commission. Fines and resignations have been the most visible aspect of the fallout to date; this BrandZ data helps to quantify the eect onbrands of the massive loss in consumers faith in banks.It also underlines an important point about the value of investing in a strong and valuab

18、le brand: when the pressure is on as it is not just in banking right now but also telecommunications and other service sectors the strongest brands take less of a hit to their value, and recover more quickly than their competitors.We analyse changing consumer sentiment towards brands in banking and

19、beyond, and look at how smart brands are seeing the yawning gaps in public love for brands as a space in which they can grow.Creative innovation the key to growthThis years report highlights areas where Australian brands should focus in order to lift their brand value growth trajectory. What clearly

20、 emerges from the data is that innovation is an incredibly powerful factor driving strength in brand value.Innovation is about leading a category and oering something fresh and creative being brave in undertaking something new, and then being bold enough to shout about it. We explore three key eleme

21、nts of innovation disruption, creativity and leadership and guide brands in how todo more of what matters most.Our data show that a perceived lack of creativity is at the heart of the “innovation gap” between Australian brands andthe top brands from other markets.By improving their creativity creden

22、tials, Australian brands can influence consumers perceptions of innovation and, ultimately, unlock value growth.And, perhaps somewhat unexpectedlyfor a communications group, we examine the power of being silent.This report also sheds light on global citizens perceptions of what “Made in Australia” m

23、eans to them. We present exclusive analysis of the latest data from the “Best Countries” global study, undertaken by VMLY&R BAV Group, with partners US News and the Wharton Business School.The news here is positive, and highlights strong overseas demand for Australian- made products that remains lar

24、gely unmet at the moment.relations and public aairs.One of our key WPP strengths and a benefit for our clients is that when we say we cover the world of brands, thats exactly what we mean. WPPs proprietary database included information from overmillion consumers about their attitudes to (and relatio

25、nships with) 166,000 brands in 454 categories across 51 country markets. All that produces more than 5.2 billion data points.We have the data, knowledge, experience, insight, determination and single- minded purpose to help you create the transformative ideas and outcomes necessary for building valu

26、able brands.To learn more about how to harness our passion to work for your brand, please contact any of the WPP companies that contributed expertise to this report. Turn to the Resources section at the end of this report for summaries of each company and the contract details of key executives. Or f

27、eel free to contact me directly.Sincerely,DAVID ROTHCEO, THE STORE WPP, EMEA & ASIA CHAIRMAN, BrandZ AND BAV GROUP HYPERLINK mailto:David.Roth David.Roth Twitter: davidrothlondon Blog: HYPERLINK / 89SECTION 1 - HIGHLIGHTS 2019BRANDZ TOP 40 MOST VALUABLE AUSTRALIAN BRANDS 2019HIGHLIGHTS2019Bunnings p

28、osts sizzling growthThe DIY chain known as much for its charity sausage sizzles as for its extensive range and store network is this yearsBumpy ride for services sectorThere are 18 services brands that are common to the 2018 and 2019 rankings; none has fared particularly well, with theCreativity can

29、 help fill the innovation gapBrandZ data both in Australia and in other markets shows that when brands are innovative and consumers regardTough year hits Australian brands valueAustralias strongest brands worth nearly US$97 billionThe leading 40 brands in the country have a combined brand value in 2

30、019 of US$96,783 million a decline of 5 percent over last years ranking. The dip reflects a tough year for brands in many sectors, with banks and other service providersvalues hit especially hard by a combination of falling share prices, industry-wide pressures and, in some cases, a lossof consumer

31、confidence.Commonwealth Bank leads rankingThe nations banks are the greatest contributors of brand value to theTop 40, with seven banks contributing 47 percent of the rankings total value.They are led by the Commonwealth Bank of Australia, valued at $15,933 million this year around 50 percent higher

32、 than second-placed ANZ, but still 3 percent lower than a year ago. Banks overall have lost 13 percent of their brand value in the past year; Commonwealth Banks comparatively strong brand has helped insulate it from the depth of the declines seen more widely across the sector.fastest-rising brand, u

33、p 46 percent in brand value. Bunnings is an outstanding performer on all BrandZ measures of strength, and is much loved by consumers. It is one of just seven brands to rise in value this year, and the only one to post growth of over 10 percent.Banks have serious work to doAs if the public drubbing a

34、t the Royal Commission wasnt enough, Australias top banks have lost almost $6 billion in brand value in the past 12 months. The “Big Four” have lost the most in dollar value, but banks generally are seen in a very poor light by consumers. Not only are they the least-trusted of any product or service

35、 category, theyre viewed as being dishonest, uncaring and arrogant and they lack dynamism and uniqueness.Banks around the world often struggle to win consumer love, but in Australia their reputation is extremely low. Thisis a far-from-complimentary picture, but it does clearly identify where banking

36、 brands should focus if they want to stand out and change opinions.average loss of brand value at 14 percent. Pay TV provider Foxtel has been hit by a surge in competition, insurers have been, to some extent, caught in the crossfireof the banking Royal Commission, and restructuring in the telecommun

37、ications sector has had a deep impact on Telstra and Optus. Food (including fast food giant Hungry Jacks) and retail driven by the huge rise in brand value of Bunnings have been stronger performers this year.Strong brands are built on trustThis is not about banks, although of course it applies to th

38、em, too. In fact, the needfor trust as a foundation stone to building a strong brand applies to every category, and in no market is this need more profound than in Australia. Yet consumers looking for brands they can trust go largely disappointed, with low levelsof trust across most categories even

39、among the brands that make the Top 40. The good news? Brands that gained value this year are far more trusted than those that declined, which shows it pays for brands to give people reason to believe.them as being innovative the eect on brand value can be tremendous. The problem is that few brands i

40、n Australiaare seen as especially progressive on this measure and there is a clear innovation gap between the most valuable brands here and overseas. One of the most eective ways of combating this is to focus on a specific aspect of innovation: creativity. This is an attribute that can shift consume

41、r perceptions and drive brand value, but one that top brands in Australia perform poorly on compared to leading brands in other markets. This is a clear opportunity for improvement.Opportunity knocks for brands with global visionLeading brands in Australia generate less of their revenue from oversea

42、s markets than do brands in any of the other 12 markets in which BrandZ rankings are published; only three brands have the majority of their exposure overseas: Fosters, QBE and TNT. Global research from the Best Countries annual study, conducted by WPP sister agency BAV, shows that consumers around

43、the world express a preference in many categories for “Made in Australia” products but that exports arent keeping pace.1011SECTION 1 - HIGHLIGHTS 2019BRANDZ TOP 40 MOST VALUABLE AUSTRALIAN BRANDS 2019 TOP LEARNINGS FOR MARKETERSA healthybrand is a more valuable brandTheres a compelling correlation b

44、etween the BrandZ measure of good health,what we call vQ, and strong brand value. Brands with high vQ scores grew in value at 8 percent this year far outperforming the rankings average. And this years Australian ranking shows that health isnt predetermined by the business sector in which a brand ope

45、rates. The healthiest brands this year are highly diverse including Australia Post, Qantas, Westfield and Woolworths showing that when brands give themselves a workout, they can build up brand muscle in the right places to deliver value.Have a mission, promote it, and deliver on itThe brands that ha

46、ve a strong purpose beyond what they produce or deliver every day are viewed more favourably by consumers, and ultimately generatestronger value growth. A brands purpose must be more than a PR statement, andit must be evident in every experience a consumer has of a brand. Have a genuine mission to d

47、o something for the greater good, articulate that purpose clearly and eectively, and ensure its seen as part of the brands DNA.Its vital tobe dierent, ina way that benefits consumersBeing dierent to other brands is one way of standing out from the crowd, but its important that what sets a brand apar

48、t is seen as important to the people its targeting. We call this “Meaningful Dierence” and its this that makes a dierence to success in the market and arise in brand value. In the Top 40, the more Meaningfully Dierent brands are typically more valuable. The fastest risers and new entrants to the ran

49、king this year are more Meaningfully Dierent than average brands.Any brand can be innovativeCreative disruption isnt just the preserve of startups and tech brands; the most innovative brands in the Australian Top 40 range in age from just five yearsold (Afterpay) to more than 200 years (Australia Po

50、st). And theyre providing products and services as diverse as telephone connections and Tim Tam. What marks them out is their ability to evolve both their oering and theircommunications so that they feel relevant to customers lives today. There are three elements to innovation: creativity, leading t

51、he way, and shaking things up. Creativity is where most Australian brands fall short.Trust is vital and its the basis of brand loveAustralian brands will read plenty in this report about how consumers in thismarket yearn for brands they can trust and so often feel let down. But why should brands wor

52、k hard to rectify it? Because trusted brands tend to be recommended more, which is a key route to success in the social media age. Theres also a strong correlation between those brands that people trust, and the ones they fall in love with. Love matters not just because every brand wants to be loved

53、, but becauselove can sustain a brand in the mind of the consumer in the times when its notannouncing new products and innovations.BRANDZ TOP 40 MOST VALUABLE AUSTRALIAN BRANDS 20196 1213SECTION 1 - POLITICS & ECONOMYBRANDZ TOP 40 MOST VALUABLE AUSTRALIAN BRANDS 2019POLITICS &ECONOMYThis year, howev

54、er, has seen not just a slowdown but declines in property prices as a result of a squeeze on consumer credit and rising mortgage rates. An increase in supply home building is ata record high means its becoming more of a buyers market. There are someWhile employment is high the jobless rate is at its

55、 lowest for decades in New South Wales and Victoria wage growth is at its lowest level for 20 years. Wage freezes at many businesses are being lifted, but even those on the receiving end of a raise are only getting increasesThe country now faces a cocktail of challenges as the government pursues a g

56、oal of full employment and inflation levels within the RBAs target range of 2 to 3 percent.This is the lucky country, but it will takeMiracle election resultSurprise outcome signals voter focus on economyWhen Australian voters went to the ballot box in May, the election was seen as opposition leader

57、 Bill Shortens to lose. Well ahead in the opinion polls and with history on his side the job of PM has changed hands five times in five years he was probably packing his bags for Kirribilli House.It turns out the polls were wrong by some margin. Prime Minister Scott Morrisons Liberal-National coalit

58、ion was not only returned, but with a majority of seats.Such was the level of surprise that even Morrison said the morning after: “Ive always believed in miracles.”The result, he said, was down to: “Those Australians who have worked hard every day, they have their dreams, they have their aspirations

59、, to get a job, to get an apprenticeship, to start a business, to meet someone amazing. To start a family, to buy a home, to work hard and provide the best you can for your kids. To save for your retirement.”14Morrison campaigned primarily on economic issues; these are among the leading concerns of

60、Australian voters, who have been worried about out-of- reach house prices and the cost of living, along with climate change, health and immigration.For around five years, average household spending has been greater than average consumption, and savings rates have dropped, signalling a squeeze on con