Kantar - Australia's most valuable brands of 2025

By AdNews | 4 June 2025
 

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CommBank, Canva and ANZ headline the 2025 Kantar BrandZ Most Valuable Australian Brands ranking.

The Top 40 for 2025 have a combined value of US$156 billion growing at 25% in the past two years.  

“Australia’s most valuable brands are well known and understood and are a powerful reminder of the value of brand building,” Kantar Australia’s head of brand strategy Ryan France said.  

“With short-termism rife in Australia, they remind us of the value of investing in brand building in tough economic times and that this is proven to generate returns over time.  

“The brands that improved both perceptions of how ‘meaningful’ and ‘different’ they are to Australians grew at up to triple the rate of brands that gained on only one, or neither, of those metrics.  

“High performers on ‘Meaningful Difference’ grow in value at five times the rate of low-scoring brands.” 

CommBank has topped the ranking since BrandZ was first launched in Australia in 2018. Along with its recent accolade as the only Australian brand in the Kantar BrandZ Top 100 Most Valuable Global Brands, CommBank is also one of the country’s highest risers, posting 44% growth in brand value since the last ranking was published in 2023.  

“It is often difficult for mainstream market leaders to continually emphasise their meaningful difference, but for lots of big brands that is exactly the task before them in order to future-proof their businesses,” France said.  

“My advice would be to study and learn from CommBank. The gains that this brand has made over the last three years truly stand out as exceptional. And be sure to look beyond the ‘advertising’.  

“Don’t mistake that as the only brand-building lever. Customer experience, innovation and sponsorships are all playing a role in elevating CommBank’s brand.” 

CommBank Chief Marketing Officer Jo Boundy said they are truly honoured to be named Australia’s most valuable brand again.

"This recognition is testament to the team's dedication to build a brighter future for all Australians," Boundy said.

"We are committed to creating exceptional experiences and forging meaningful connections that add value to our customers’ lives.” 

Full list below:

  1. CommBank, Financial Services, 31,070, 21,568, +44%
  2. Canva, Business Technology and Services Platforms, 14,182, 16,098, -12%
  3. ANZ, Financial Services, 11,168, 8,846, +26%
  4. Woolworths, Retail, 11,023, 11,669, -6%
  5. Telstra, Telecom Providers, 10,718, 9,984, +7%
  6. Realestate.com.au, Consumer Technology and Services Platforms, 8,491, N/A, N/A
  7. Westpac, Financial Services, 8,262, 5,763, +43%
  8. National Australia Bank, Financial Services, 7,912, 6,945, +14%
  9. Coles, Retail, 7,127, 7,243, -2%
  10. Bunnings, Retail, 6,467, 4,553, +42%
  11. St. George, Financial Services, 2,901, 1,907, +52%
  12. Seek, Consumer Technology and Services Platforms, 2,882, 2,881, 0%
  13. Optus, Telecom Providers, 2,847, 2,580, +10%
  14. Sportsbet, Gambling, 2,416, 1,925, +26%
  15. Kmart, Retail, 2,374, 1,686, +41%
  16. QBE, Financial Services, 2,325, 1,389, +67%
  17. Bankwest, Financial Services, 1,832, 1,404, +30%
  18. Origin, Utilities, 1,780, 1,186, +50%
  19. BWS, Retail, 1,650, 2,375, -31%
  20. Qantas, Travel Services, 1,570, 1,413, +11%
  21. Australia Post, Logistics, 1,386, 1,360, +2%
  22. Powerball, Gambling, 1,168, 1,081, +8%
  23. Afterpay, Financial Services, 1,112, 1,201, -7%
  24. AGL, Utilities, 1,111, 945, +18%
  25. Medibank, Financial Services, 1,010, N/A, N/A
  26. JB Hi-Fi, Retail, 975, 649, +50%
  27. AustralianSuper, Financial Services, 968, N/A, N/A
  28. Foxtel, Media and Entertainment, 945, 829, +14%
  29. NRMA, Financial Services, 939, 629, +49%
  30. Suncorp*, Financial Services, 877, N/A, N/A
  31. Zip, Financial Services, 815, N/A, N/A
  32. Australian Retirement Trust, Financial Services, 812, N/A, N/A
  33. Target, Retail, 788, 512, +54%
  34. AAMI, Financial Services, 706, 435, +62%
  35. Saturday Lotto, Gambling, 694, 851, -18%
  36. HCF, Financial Services, 693, N/A, N/A
  37. TPG, Telecom Providers, 593, 702, -16%
  38. Big W, Retail, 566, 639, -11%
  39. Penfolds, Alcohol, 539, N/A, N/A
  40. Bundaberg Rum, Alcohol, 525, 387, +36%

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