The demise of Australia's great brands?

As the Asian century begins, many of Australia's brands are losing value to their regional competitors as they opt for slick PR campaigns over substantial investment in brand development.

At last week’s Economic Forum in Brisbane, Julia Gillard declared that Australia was well placed to become the "engine room” of the Asian century. Brand value figures for Australian companies – which are similar to a credit rating and measure the strength, risk and potential of a brand relative to its competitors – tell us that she has it around the wrong way. Asia is pulling ahead.

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