Commonwealth Bank is Australia’s most valuable brand for 2025, taking the top spot from Woolworths with A$15.7 billion in brand value.
Toohey's is the country’s fastest-growing brand, according to a report by Brand Finance. Its brand value tripled to $452 million over the previous year.
“Overall, the year reflected the impact of economic pressures, consumer trust issues, and strategic pivots across sectors,” the report said. “Brands that adapted with innovation and customer-centric strategies emerged stronger, while those plagued by scandals and operational challenges faced declines.”
Banking saw the highest brand value of any industry, with retail in second place. Suncorp Bank’s brand value rose 1% to $8.8 billion following its acquisition by ANZ, and Macquarie’s value was up 8% to $5.8 billion after a move to digital operations.
Woolworths’ and Coles’ brand values fell by 17% and 14%, respectively, but still stand at $12.7 billion and $8.4 billion. Woolworths had the highest brand value of any company last year. This drop follows the ACCC opening legal proceedings against these brands in October over allegations of misleading pricing.
Kmart’s brand value soared by 66% to $3.2 billion. “Its ability to provide affordable, high-quality products has earned widespread customer loyalty,” according to the report.
Brand values fell across the telecommunications sector. Telstra’s value fell by 7% to $12.1 billion, though this is still the third-highest brand value of any company. Optus’ value dropped by 16% to 3.4 billion.
The technology sector, however, saw growth of 14% for Atlassian to reach $5.5 billion.
