"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
[email protected]
Twitter: davidrothlondon
Blog: www.davidroth.com
| As the country’s dominant industryundergoes in-depth scrutiny that willundoubtedly change how business isdone, this ground-breaking study ranksthe country’s most successful brands,analyzes their strengths, and identifiesthe key forces that are driving growth inthis market.
It is the first edition of an annual reviewthat will track and anticipate the rapidlyevolving environment for brands inAustralia, and will chart the changingfortunes of the country’s most valuablebrands.
We are incredibly excited to be bringingthe BrandZ™ study to Australia. It has the10th largest GDP of any country in theworld, yet its geographic position makesit one of the most isolated.
Australia’s impact on the world hasstemmed from its high quality of life andstrong environmental sustainability asAustralia like nowhere else celebratesequality, diversity, and strong social‘mateship’. This heritage serves manyAustralian brands well.
At the same time, the landscape in whichbusiness is done and on which brandsare built is being transformed. This is tosome extent happening the world over,but in Australia that has succeeded formany years in incubating its brands withminimal outside influence, it comes at atime when technology and innovationallows for rapid globalization anddisruption.
Australia’s economy grew at 3.1 percentin the first quarter of 2018, outpacing theUS, EU, Canada, Germany, and France.
But the value of Australia’s powerfulbanking sector has fallen since theRoyal Commission began. How this willaffect the Big Four banks in the longterm remains to be seen, although thestrength of the sector would indicatethey can come back.
Australia’s demographics are undergoingchange. Immigration and populationdensities in its largest cities are forcingparadigm shifts in how business is done,by whom, for whom, and while quality oflife is high, so is the cost of living.
Australian brands are beloved and haverich histories that are embedded in theupbringing of its populace. Brands likeArnott’s and David Jones are as much ofthe Australian culture as outdoor living,adventure, and living life to the fullest.
As Australian cultural and businessexports change, so too does the imageof “Brand Australia” that they carry withthem. In this report, we examine thestrength of the relationship betweenBrand Australia and the brands ofAustralia, which has been a powerfulexemplar for incubation, dependenceon locally sourced and producedgoods, and therefore, sustainabilityand environmental consideration. Theacceleration of technological changeand ready access of globalization,will help determine what Australiastands for in the mind of the modernglobal consumer.
We take an exclusive, in-depth lookat data and analysis from the “BestCountries” research done by Y&R’sBAV Group, with Partners US Newsand the Wharton Business School,which shines a light on how countryof origin affects French brands.
For WPP, Australia is a unique market,one that is undergoing change andfacing unparalleled disruptive forcesupon its shores.
Whether you’re an Australian brandor a global name, in this report Ihope you’ll find inspiration andguidance to help you create andgrow more meaningful, impactfulbrands both in Australia and beyond.
Go to brandz.com to learn more. |