Helstra? Smelstra? No, it's Telstra, brand No.1

Alex Zaharov-Reutt
Wednesday, 04 March 2009 04:46

IT Industry - Strategy

It turns out that Interbrand values Telstra’s brand at a whopping AUD $9.7 billion (with a b!), which is calculated “using a combination of analysts' projections, financial reports and its own analysis”.

It would be interesting to know when the report was compiled and whether the “global financial crisis” or GFC has had an impact on this figure, or whether any changes to the value from GFC effects won’t be seen until next year’s report.

It’s also worth noting that Telstra says it “does not conduct its own financial estimate of brand value.”
 
Damian Borchok, Managing Director of Interbrand said that: “Telstra’s vision to build on and enhance its position as the leading full service telecommunications and information service company is clearly paying off.
 
“The focus on providing an integrated telecommunications experience is what customers are looking for and this is reflected in the leadership position of the Telstra brand.”

Given Australia’s “love/hate” relationship with Telstra, it will be interesting to see what Telstra’s supporters and detractors think of this news – no doubt there’ll be some commentary not only in the comments section for this story, but at sites like “Now We Are Talking” and of course, Whirlpool.

Ultimately, while it’s good to see Telstra is once again the No.1 brand in Australia, Telstra’s brand value is built customer by customer, as Telstra’s Amanda Johnston-Pell intimated in her comments on the previous page.

Being more proactive in offering better value, to lead rather than follow competitors, more proactively working with consumer and business customers to alert them to better phone and broadband deals, and having more and better trained “customer service representatives” on the phone and in Telstra stores is probably the best way Telstra can get more people towards the “love” part of the love/hate equation.

Yes, Telstra: there’s your true challenge. Can you become the No.1 loved brand in Australia, instead of just the No.1 brand?