The new Ferrari California T.
The new Ferrari California T.

Ferrari, Apple, Samsung among world's richest brands

WOOLWORTHS is the most valuable brand in Australia, according to the results of Brand Finance's latest Global 500 study.

Strong growth of 24% pushed its total brand value over the $10 billion mark, a first for Australia.

Globally, its position has improved too, rising from 113th in 2013 to 109th this year.

Rival Coles has also improved its brand value, but only by $US428m compared to Woolies' $US2 billion.

Telstra came in at second place, with 37% growth for a total brand value of $US8.3 billion, followed by BHP Billiton and Coles.

ANZ, bouyed by a successful "Asian strategy" and the jackpot-like win by Li Na at the ANZ-sponsored Australian Open, was fifth, followed by NAB, Westpac and Optus.

On a global scale, Ferrari has been named as the world's most powerful brand, but not the most valuable.

That honour goes to Apple ($US108 billion), followed by Samsung ($US79 billion), Google ($US69 billion) and Microsoft ($US63 billion).

Ferrari scored so well given its appeal across a variety of measures like desirability, loyalty, consumer sentiment, visual identity, online presence and employee satisfaction.

Ferrari is one of only 11 brands (including Google, Hermes, Coca-Cola, Disney, Rolex and F1 racing rivals Red Bull) to be awarded an AAA+ brand rating and has the highest overall score.

"The prancing horse on a yellow badge is instantly recognisable the world over, even where paved roads have yet to reach," Brand Finance chief executive David Haigh said.

"In its home country and among its many admirers worldwide, Ferrari inspires more than just brand loyalty, more of a cultish, even quasi-religious devotion. Its brand power is indisputable."

Also on the world's most valuable brands list, from number five down, are Verizon, General Electric, AT&T, Amazon, Walmart, IBM, Toyota, Coca-Cola, China Mobile, T, Wells Fargo, Vodafone, BMW, Shell, Volkswagen and HSBC.

American companies dominate the list, responsible for 185 brands in the total 500; while Nokia is the big news, squeezed out of the table after years of slow decline.


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