New Brand Finance data shows Australia’s top 100 brands are valued at $207 billion in 2026, growing 7% year-on-year
SYDNEY, 21 January 2026 – Australia’s leading brands have held firm amid market headwinds, according to the Australia 100 2026 report by Brand Finance, the world’s leading brand valuation consultancy. The nation’s top 100 brands have grown 7% and are collectively valued at AUD207 billion, with banking, retail, mining and insurance brands taking the lead.
Commonwealth Bank (brand value up 2% to AUD16 billion) remains Australia’s most valuable brand, supported by steady revenue and a resilient core lending business. Robust home loan demands, up 6%, combined with a strategic shift toward in-house origination, has strengthened margins and long-term brand relevance.
Woolworths (brand value up 19% to AUD15.1 billion) retains second place, with growth underpinned by everyday value initiatives such as expanding Lower Shelf Price to nearly 700 essentials, investments in supply chain resilience, and enhanced digital and in-store experiences.
Telstra (brand value up 2% to AUD12.4 billion) ranks third, benefiting from strong mobile and IoT performance. Portfolio optimisation and steady revenue growth forecasts of around 2% per year position the brand to maintain competitiveness in the telecoms sector.
Mark Crowe, Managing Director, Brand Finance Australia, commented:
"The Australia 100 2026 results show a market defined by steady leadership and emerging momentum. While high impact brands like Commonwealth Bank, Woolworths and Telstra continue to underpin stability, high-growth brands such as Computershare demonstrate how scale, operational resilience and sustained investment in technology can translate market complexity into long-term value creation.. The strongest Australian brands are those combining trusted heritage with a clear vision for the future."
Australia Post (brand value up 9% to AUD1.7 billion) is the nation’s strongest brand for the second year running, achieving a BSI score of 94.1/100 and an AAA+ brand strength rating. Brand Finance’s market research data shows the brand is consistently trusted and recommended, supported by service innovation, transparent pricing, and operational agility.
Bunnings (brand value up 16% to AUD7.9 billion) ranks second in brand strength, with community initiatives like the ‘Legend of the Tongs’ AFL campaign and strong operational performance reinforcing consumer trust.
Amcor (brand value up 62% to AUD3.5 billion) is Australia’s fastest-growing brand in 2026. Growth reflects the Berry Global merger, expanded global scale, and strengthened innovation and sustainability capabilities, positioning Amcor as a leading force in packaging solutions.
Other notable brands in the Australia 100 2026 are:
Global Insights:
Australian retail giant Woolworths delivered a strong rebound in the Brand Finance Global 500 2026, reversing a dip from two years earlier with renewed momentum in both brand strength and value. The brand climbed 56 places to rank 26th globally, recording a Brand Strength Index (BSI) score of 90.8/100, up from 86.4 in 2025, and securing an AAA+ rating. Brand value rose 19% to AUD15.1 billion, reflecting improved market confidence in the brand’s long-term positioning.
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
