The Wesfarmers-owned hardware chain benefitted from consumers turning to renovation projects and gardening through prolonged lockdowns.
People queue to receive a COVID-19 vaccine at a Bunnings store in Brisbane.Bunnings took the top spot in Brand Finance Australia’s annual analysis of brand strength, which is a calculation of examining a brand’s marketing investment, familiarity, loyalty, staff satisfaction and corporate reputation, fromBunnings led the charge on improvements in brand strength thanks to outstanding public perceptions of the brand’s quality, innovation, value for money and customer service.
Mr Crowe said consumers ranked the hardware chain highly in terms of quality, innovation, value for money, loyalty and customer service.Woolworths was Australia’s second-strongest brand, while also retaining its place on top of the Brand Finance brand value rankings for the third year in a row, with a brand value growth of 9 per cent to $13.7 billion.
“It has always been important to us to be transparent and responsive in our communications whilst always putting the variety of needs our customers have, especially in times like these, at the heart of our decision-making,” he said.
“COVID will continue to present ongoing challenges, but if we continue to ensure the decisions we’re taking remain aligned to our customers and communities’ needs then we’d expect that to continue to translate into a strong and valuable Woolworths brand.“ “Qantas’ recovery is testament to the iconic brand’s enduring strength that fortified the business against the impact of the pandemic, but also ensured it was well-placed to take advantage of the recovery in the airline sector,” Mr Crowe said.
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