Brands need both values and utility to thrive in New Zealand
A knack for storytelling also helps, according to Aotearoa-based experts responding to the newly released ranking of New Zealand's top 100 brands for 2021.
New Zealand
View New Zealand's Top 100 brands for 2021, plus analysis of consumer and media trends in the market by Campaign staff and industry contributors.
Close-knit New Zealand favours brands that are part of the social fabric
Asked to name the strongest local brands, Kiwis name companies that represent the country on a global stage, those that do their part for the community and the world and those that communicate forthrightly.
New Zealand Rankings
1
Samsung
Rank (2020): 1
2
Apple
Rank (2020): 2
3
Panasonic
Rank (2020): 3
4
SONY
Rank (2020): 5
5
LG
Rank (2020): 8
6
Rank (2020): 6
7
Nike
Rank (2020): 11
8
VISA
Rank (2020): 7
9
PaknSave
Rank (2020): 9
10
Watties
Rank (2020): 4
11
Colgate
Rank (2020): 10
12
UBER
Rank (2020): 12
13
UberEATS
Rank (2020): Nil
14
The Warehouse
Rank (2020): 14
15
Fisher & Paykel
Rank (2020): 17
16
Huggies
Rank (2020): 25
17
Countdown
Rank (2020): 32
18
Canon
Rank (2020): 19
19
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Microsoft
Rank (2020): 21
20
ANZ
Rank (2020): 27
21
Rank (2020): 26
22
Maggi
Rank (2020): 22
23
Philips
Rank (2020): 38
24
Mccain
Rank (2020): Nil
25
Adidas
Rank (2020): 13
26
Sony Play Station
Rank (2020): 24
27
Gucci
Rank (2020): 20
29
Facebook Messenger
Rank (2020): 37
30
Starbucks
Rank (2020): 29
31
McDonald's
Rank (2020): 45
32
MASTERCARD
Rank (2020): 46
33
Hewlett-Packard
Rank (2020): 23
34
Tegel
Rank (2020): Nil
36
Nestlé
Rank (2020): 34
38
Netflix
Rank (2020): 33
42
Panadol
Rank (2020): 35
43
Nurofen
Rank (2020): 75
44
Oral -B
Rank (2020): 44
45
Michael Hill
Rank (2020): 58
47
Karicare
Rank (2020): 77
48
PayPal
Rank (2020): 31
49
Mitsubishi Motors
Rank (2020): 69
50
CHANEL
Rank (2020): 61
51
Toyota
Rank (2020): 90
53
L’Oréal
Rank (2020): 55
55
Heinz
Rank (2020): 41
56
Xbox
Rank (2020): 68
57
Calvin Klein
Rank (2020): 49
58
Louis Vuitton
Rank (2020): 30
62
Dyson
Rank (2020): 43
63
Sanitarium
Rank (2020): 40
64
Cadbury
Rank (2020): 105
68
Harley Davidson
Rank (2020): 66
71
Coca-Cola
Rank (2020): 15
72
Pizza Hut
Rank (2020): 65
74
Whittakers
Rank (2020): 42
76
Avis
Rank (2020): 86
77
Chemist Warehouse
Rank (2020): 127
78
Arnott's
Rank (2020): 57
79
Rank (2020): 83
81
Coffee Club
Rank (2020): 88
83
Heineken
Rank (2020): 81
84
H&M
Rank (2020): 120
85
Emirates
Rank (2020): 72
86
Booking.com
Rank (2020): 126
88
Hertz
Rank (2020): 87
89
Nescafe
Rank (2020): 98
90
Bridgestone
Rank (2020): 78
91
Kellogg's
Rank (2020): 141
92
Mobil
Rank (2020): 106
93
Surf
Rank (2020): 140
95
Persil
Rank (2020): 109
97
YouTube
Rank (2020): 103
99
Singapore Airlines
Rank (2020): 97
100
Fujitsu
Rank (2020): 96
101
Levi's
Rank (2020): 118
102
Amazon
Rank (2020): 111
103
Honda
Rank (2020): 112
105
Call of Duty
Rank (2020): Nil
106
Magnum
Rank (2020): 178
107
TOSHIBA
Rank (2020): 100
108
Menulog
Rank (2020): Nil
109
Ingham
Rank (2020): Nil
110
Rank (2020): 99
111
Brother
Rank (2020): 115
112
Dove
Rank (2020): 28
113
KFC
Rank (2020): 166
115
British Petroleum (BP)
Rank (2020): 101
116
Johnson&Johnson
Rank (2020): 56
117
Whiskas
Rank (2020): 132
118
Moccona
Rank (2020): 139
119
NIVEA
Rank (2020): 134
122
Palmolive
Rank (2020): 94
123
Zara
Rank (2020): 184
124
Gillette
Rank (2020): 121
125
Firestone
Rank (2020): 125
126
LEGO
Rank (2020): 108
128
FIFA World Cup
Rank (2020): 123
129
QANTAS
Rank (2020): 165
130
Expedia Group
Rank (2020): 113
