Google has released its Australian 2011 Brand Zeitgeist list, which shows the most searched for brands and ads in the country. Commonwealth Bank topped the list as Australia’s most searched for brand for the second year running, while Strongbow held first position for the most searched for advertising campaign, overtaking 2010’s Old Spice ad.
Of further interest to Google were the brands that grew in search numbers such as second place AFL, which jumped from eighth place in 2010, the only sports brand on the list.
Although stalwarts like Harvey Norman, Woolworths and Coles headed 2011’s Top Shopping Brands list, the list also shed light on a worrying trend for local retailers: the steep growth of searches for overseas brands.
The year’s Fastest Rising Brands 2011 saw overseas brands such as fashion retailers ASOS and Zara as well as discount supermarket Costco gain further momentum in Australian searches.
“With online retailers posting strong gains throughout this year, to stay competitive Aussie retailers need to embrace the opportunities the web offers. We know that Aussies trust their local brands and tend to look for them first,” said Ross McDonald, Google Australia’s head of Retail.
Top Searches for Australian Brands, 2011
- Commonwealth Bank
Top Searches for Shopping Brands, 2011
- Harvey Norman
- Trading Post
- JB Hi Fi
- Good Guys
- Big W
Fastest Rising Searches for Shopping Brands, 2011
- ASOS (+250% yoy)
- eBay America
- Victoria’s Secret
- eBay Australia
- Lorna Jane
- Urban Outfitters