Source: AdNews

Story By: Reid Jermyn

Woolworths has been recognised as the nation’s most valuable brand for 2011, according to an independent report published by the Brand Finance Institute.

With a brand rating of AA and estimated worth of $7.59 billion Woolies was named Australia’s Most Valuable Brand at the Sydney launch of the ISO’s International Standard on Brand Valuation last week.

A Woolworths spokesman said: "It is extremely valuable information for us. It allows us to gauge where we stand in direct opposition to our competitors, but also where we are in relation to big brands nation-wide."

Brand Finance Institute managing director Tim Heberden said the brand valuation process took into account financial performance and brand strength, coupled with visual identity and brand attributes

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