CommBank is the only Aussie brand in the annual global ranking

Sydney, 26 June 2024: Leading financial services brand CommBank is Australia’s most valuable brand (USD $23,127M), and the only Australian brand to be included in the Kantar BrandZ Top 100 Most Valuable Global Brands ranking for 2024. The list, topped by Apple, sees the CommBank rank at #82 overall and #14 out of 20 in the financial services category ahead of Bank of America and HSBC.

This year’s BrandZ ranking underscores the resilience of top brands with the total brand value of the Global Top 100 rebounding 20% to reach $8.3 trillion, close to the 2022 peak of $8.7 trillion. Since its launch in 2006, the brand value of the Global Top 100 has increased 474%. The threshold to join the Top 100 has increased 354% from $4 billion to $19 billion.

Kantar Australia Head of Brand Strategy Ryan France says he is pleased to see an Aussie brand recognised on this global stage, especially in a tough economic environment.

“The best-performing Financial Services brands are winning through customer orientation. Brand value growth in the Financial Services category was most strongly related to ‘Meaningful’ perceptions. In this category, being Meaningful means meeting customer needs and being emotionally approachable. It means offering a good range of products and services. And it means being trusted in a world where there is increased scrutiny on the financial services industry.”

He adds that what makes CommBank’s performance so notable is that it is a big legacy brand that continues to strengthen its Meaningful Difference in the minds of consumers.

“These are usually the brands facing challenges, and challengers, coming at them from all directions. However, CommBank shows us that these well-established brands can not only survive but thrive. By being an innovation leader, and thinking bigger than their category, CommBank is evolving its leadership role. That’s what big brands need to do to stay ahead, and CommBank gives us a great case study that we can all learn from.”

CommBank’s Chief Marketing Officer Jo Boundy says: “We are thrilled to be recognised as Australia’s most valuable brand and be ranked among global leaders. CommBank’s commitment to building a brighter future for all Australians drives our focus on creating more meaningful and rewarding customer experiences. This recognition is a credit to our hard-working teams’ over many years. We will continue to listen, innovate, and add value for our customers.”

The Kantar BrandZ Top 100 Most Valuable Global Brands valuation ranking and report is based on the opinions of more than 4.3 million respondents on about 21,000 brands across 532 categories. To be eligible for entry into the global ranking, brands must be owned by a company listed on a stock exchange, or by a private company with its financials available in the public domain. Unique among brand valuation methodologies, Kantar BrandZ combines financial analysis with extensive measures of brand equity. View the 2024 report.

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