Jessica Goodfellow
Jul 27, 2020

Australia replaces top international brands with its own—even if they are no longer operational

ASIA's TOP 1000 BRANDS: The only two international companies that remained on Australia's local ranking have now been replaced with heritage brands.

Australia replaces top international brands with its own—even if they are no longer operational

AUSTRALIA's TOP LOCAL BRANDS

In our analysis of Australia's top local brands in 2019, we investigated why Australians were placing greater value than ever on national brands as the likes of Qantas, Vegemite and BHP jumped up the ranking. That trend has been taken a step further in 2020, with all non-Australian brands now pushed out of the list of Australia's top local brands.

The ranking asks respondents what they think is the strongest local brand—specifically which has the best reputation and resonates most strongly with those living in this market. 

Apple and Samsung were the only non-Australian brands to make the list in 2019. But in 2020, US electronics giant Apple slid a considerable 20 places in the top local brands ranking, while South Korea's Samsung (which is the top brand in the overall Asia's Top 1000 Brands ranking) fell four slots. They have been replaced in the top 10 by homegrown brands Holden and Kmart. 

Nick Foley, the president of Southeast Asia Pacific and Japan at Landor and Fitch, suggests that Samsung's loss may be the result of collateral damage informed by geopolitical tensions between Australia and Asia.

"It’s hard to think of a time when relations between Australia and China have been so strained, and having the US president blaming the coronavirus on China is not helping soothe matters either," Foley says. "With this in mind, it’s not surprising to see Samsung drop back in its rating with Aussies. Whilst the brand is Korean, for many consumers anything that is associated with ‘Asia’ may be unfavourable at the present time."

2019

2020

Qantas

Qantas

Vegemite

Woolworths

Coles

Vegemite

Woolworths

Coles

Apple

Holden

Telstra

Arnotts

BHP

BHP

Samsung

Telstra

Bunning's

Bunning's

Arnotts

Kmart

Elsewhere, it’s noteworthy that Woolworths usurped Coles this year, moving to 2nd place. This could be the work of Andrew Hicks, who was appointed in June last year to become the supermarket’s first-ever CMO. Since taking up the role, Hicks has overseen major marketing campaigns that have injected fresh life into the nearly 100-year-old brand. Hicks, along with Coles CMO Lisa Ronson, featured in Campaign Asia-Pacific's Power List 2020.

"Woolworths by all accounts has been winning the race for groceries, and the growth of “The Fresh Food People” is unsurprising given our nation’s obsession with food in every form," explains AnalogFolk partner and managing director Matt Robinson.

"This is a trend that is not going anywhere. According to the latest data from Illion, food delivery during COVID-19 has absolutely exploded and is the fastest-growing area of discretionary spend in the country. Whether it’s restaurant delivery, fast food, food and recipe boxes, or just plain old groceries, this category has grown by around 280%."

The fact that Kmart joined the top 10 this year—jumping up 20 places in the local ranking—shows that Australians really do love their supermarkets.

Australia has been through an extremely challenging 12 months, from bushfires, to drought and the impact of COVID-19. In the face of this adversity, national pride is growing stronger in Australia, which has always been a parochial market. This is most acutely represented in the entrance of Holden into the top 10 list (from 11th place in 2019). To see why it is significant that Holden has joined the top 10 list, see our analysis here.

Source:
Campaign Asia

Related Articles

Just Published

2 days ago

BBC splits its India operations

Following a series of tax raids in 2023 and shifting regulations, the BBC announced it's dividing its operations in India this week, as it seeks to meet the country's foreign investment rules.

2 days ago

Focus on ability rather than disability, new ...

Initiative led by SPD Contact Centre and agency ABrandADay aims to tackle the underemployment of Persons with Disabilities (PwDs) in Singapore.

2 days ago

H2 2023: Telstra disrupts the norm with its $100 ...

North America dominated the global creative landscape in H2, but high-value shifts from APAC, like telecom major Telstra abandoning the traditional agency model made news.

2 days ago

The individual vs the collective effort in ...

Brands have the power to revitalise the value of sustainability, its collective progress, and individual benefits—and now is the time for them to do it. Natasia Wangsaputra opines.