Could this help Woolworths (ASX:WOW) withstand the current climate of uncertainty?

The company.has been named Australia’s most valuable brand.

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a woman ponders products on a supermarket shelf while holding a tin in one hand and holding her chin with the other.

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Key points

  • The Woolworths share price jumped 3.53% on Friday
  • The supermarket giant has been recognised as the most valuable Australian brand
  • The S&P/ASX 200 Consumer Discretionary Index ascended 3.27% today

The Woolworths Group Ltd (ASX: WOW) share price finished in the green today despite recent COVID-19 uncertainty.

The company’s share price finished the week at $1.19, up 3.53% on yesterday’s close. Meanwhile, the S&P/ASX 200 Consumer Discretionary Index (ASX: XDJ) elevated 3.27%.

Let’s take a look at what’s been happening at the company lately.

Brand recognition

Woolworths has just been recognised as the most “valuable” Australian brand and the second “strongest” brand in a report by Brand Finance Australia. This could stand the company in good stead amid the current climate of uncertainty due to COVID-19.

The supermarket giant achieved a 9% surge in brand value to $13.7 billion. Despite Woolworths facing supply challenges during the Omicron wave, the report said:

Holding a 33% market share, Woolworths has been pivotal in keeping the supply chain going throughout the pandemic.

Over the last year, the brand has demonstrated an ability to adapt to the shifting retail landscape, expanding its online capability to better serve its large customer base.

The brand’s strong reputation, loyal customers, and lower risk over the last year helped to navigate any potentially detrimental effects to its brand value caused by Endeavour Group’s demerger, of which Woolworths owned 15%.

It’s the third successive year Woolworths has taken out the top spot. Telstra Corporation Ltd (ASX: TLS) was ranked the second most valuable brand, with BHP Group Ltd (ASX: BHP) third.

Coles Group Ltd (ASX: COL) achieved a 26% surge in brand value to $9.9 billion and was ranked fourth on the list. The Coles share price increased 5.02% today.

In the “strongest” brand category, Woolworths came in second after Bunnings, owned by Wesfarmers Ltd (ASX: WES). Another Wesfarmers business, Officeworks, took third place, with Coles again in fourth.

Brand Finance says it determines the relative strength of brands “through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance”.

There has been little news from Woolworths since the start of the year. Its only release to the market came on January 7, when it announced it had pulled out of the race to acquire pharmacy chain operator Australian Pharmaceutical Industries Ltd (ASX: API).

Woolworths share price snapshot

The Woolworths share price may have gained nearly 4% for the day, but it has fallen 8% since the start of the year.

Its shares have fallen 7.5% over the past month, and 3.6% over the past 12 months.

For perspective, the S&P/ASX 200 Index (ASX: XJO) has returned 5% over the past year.

Woolworths has a market capitalisation of roughly $42.2 billion based on its current share price.

Should you invest $1,000 in Woolworths right now?

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The Motley Fool Australia's parent company Motley Fool Holdings Inc. has no position in any of the stocks mentioned. The Motley Fool Australia owns and has recommended COLESGROUP DEF SET. The Motley Fool has a disclosure policy. This article contains general investment advice only (under AFSL 400691). Authorised by Bruce Jackson.

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