Telstra named most valuable brand in Australia

The world’s leading brand consultancy has ranked Telstra as the most valuable brand in Australia.

The announcement was included in a report released today by Interbrand, which regularly ranks top brands based on the economic value it attributes specifically to brand strength.

“Telstra has held the number one position since 2001, when the report was introduced in Australia. This is despite intense competition, a challenging economic environment and considerable technology changes in the telecoms sector,” Executive Director, Brands & Marketing Communications, Ms Amanda Johnston-Pell, said today.

"A company doesn’t top this report by taking its past strength for granted. Companies only maintain brand leadership by continuing to listen and respond to the expectations of customers, shareholders, and the communities in which they operate.

“While this accolade is very satisfying, we recognise that the strength of a brand is really built every time a customer contacts Telstra. So this award recognises the more than 40,000 Telstra people who interact with our customers every day and continue to work hard to maintain and grow the strength and integrity of the Telstra brand,” Ms Johnston-Pell said.

Interbrand estimated the value of Telstra’s brand to be $9.7 billion using a combination of analysts’ projections, financial reports and its own analysis. Telstra does not conduct its own financial estimate of brand value.

“Telstra’s vision to build on and enhance its position as the leading full service telecommunications and information service company is clearly paying off,” said Damian Borchok, Managing Director of Interbrand.

“The focus on providing an integrated telecommunications experience is what customers are looking for and this is reflected in the leadership position of the Telstra brand.”