It's no surprise that Apple has topped an index of Australia's most reputable brands — it's a highly-regarded company with massive market share. But how on earth did Australia Post come second?
Picture by Les Haines
The AMR 2012 Corporate Reputation Index, which is based on a survey of 5,924 Australians, ranks companies across seven metrics. Apple was the top scorer overall, followed by Australia Post and JB Hi-Fi. Further down the list, Telstra jumped from 60 to 45, while Qantas dropped from 7 to 25, a move that almost certainly reflects its industrial woes late last year. Woolworths was the top-ranked supermarket brand, followed by ALDI then Coles (albeit in the guise of owner Wesfarmers).
Brand value is a weird and nebulous thing, but I do find Australia Post's prominence interesting. The inability of the postal service to effectively deliver parcels has been a constant source of irritation around these parts.
Here's the full top 30: