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"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."
David Roth
CEO, The Store WPP, EMEA & Asia and Chairman, BAV Group
David.Roth@wpp.com
Twitter: davidrothlondon
Blog: www.davidroth.com
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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
US, EU, Canada, Germany, and France.
But the value of Australia’s powerful
banking sector has fallen since the
Royal Commission began. How this will
affect the Big Four banks in the long
term remains to be seen, although the
strength of the sector would indicate
they can come back.
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 and David Jones 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.
Go to brandz.com to learn more.
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