Apple Is Australia’s Most Reputable Brand, But How Did Australia Post Come Second?

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:

1 Apple Australia
2 Australia Post
4 Toyota Motor Corporation
5 Nestle Australia
6 Virgin Australia
7 GM Holden
8 ING Direct
9 Myer
10 Mazda Australia
11 Air New Zealand
12 The Good Guys
13 Woolworths/Safeway
14 David Jones
15 Nissan Australia
16 Hewlett-Packard Australia
17 ALDI Australia
18 BlueScope Steel
19 IBM Australia
20 Bendigo and Adelaide Bank
21 Coca-Cola Amatil
22 Medibank Private
23 Suncorp-Metway
24 Wesfarmers
25 Qantas Airways
26 Lion Nathan National Foods
27 BHP Billiton
28 Harvey Norman
29 Foxtel
30 Westfield Group

STW Group [via Mumbrella]

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