Woolworths Limited (ASX: WOW) has managed to retain its status as Australia's most valuable brand, despite a considerable decline in its value during the year.
According to a report issued by Brand Finance, which lists Australia's top 100 brands, Woolworths kept its position at the top of the list with a value of $10.96 billion, down 10% from its $12.12 billion value last year. It only just managed to hold off a rampaging Telstra Corporation Ltd (ASX: TLS) from stealing the title after the telco's brand value rose 14% to $10.65 billion thanks. Brand Finance said this was thanks to its focus on "customer advocacy".
Under a heading that said "Woe for Woolies", the report cited Woolworths' move into slow growing categories such as home improvement as part of the reason behind its decline, in addition to the more intense competition from retails such as Aldi. Coles, which is owned by Wesfarmers Ltd (ASX: WES), also suffered from competition woes with its brand slipping to sixth position on the list (down from fourth in 2014).
The remainder of the list was dominated by Australia's big four banks, big miners and telecommunications giants whereby the brands' strengths were determined based on a series of attributes including emotional connection, sustainability, and financial performance.
Without further ado, here's a complete list of Australia's top 10 brands and their values:
| 2014 value ($m) | 2015 value ($m) | |
| Woolworths Limited | 12,124 | 10,960 (down 10%) |
| Telstra Corporation Ltd | 9,300 | 10,647 (up 14%) |
| Commonwealth Bank of Australia (ASX: CBA) | 6,134 | 9,194 (up 50%) |
| Australia and New Zealand Banking Group (ASX: ANZ) | 6,638 | 8,148 (up 23%) |
| BHP Billiton Limited (ASX: BHP) | 7,377 | 7,466 (up 1%) |
| Coles | 7,097 | 7,125 (up 0%) |
| Westpac Banking Corp (ASX: WBC) | 5,491 | 6,396 (up 26%) |
| National Australia Bank Ltd. (ASX: NAB) | 5,491 | 6,283 (up 12%) |
| Rio Tinto Limited (ASX: RIO) | 5,133 | 5,170 (up 1%) |
| Optus (owned by Singapore Telecommunications Ltd (CHESS) (ASX: SGT)) | 3,998 | 3,775 (down 6%) |
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