Kylie - australski brend br. 1
Popularna australska pjevačica, Kylie Minogue postala je ponosna vlasnica titule najmoćnijega australijskog brenda. Laskavom titulom okrunilo ju je 400 ljudi iz zabavne industrije u anketi Talent Inc! Personal Brand, ocjenjujući doprinos poznatih Australaca u ostatku svijeta.
Ta 41-godišnja džepna Venera u svojoj je dosadašnjoj glazbenoj karijeri prodala 40 milijuna singlova i 25 milijuna albuma.
Na top listi deset Australaca koji imaju veliki utjecaj u svijetu te time ujedno i uspješno promoviraju svoj kontinent, među ostalim su ne našli i premijer Kevin Rudd, glumci Hugh Jackman i Nicole Kidman, igrač kriketa Shane Warne te pokojni "lovac na krokodile" Steve Irwin.
Kylie Minogue is Australia's most powerful personal brand
By Alyssa Braithwaite
August 26, 2009 12:01am
SHE was once labelled the singing budgie, but Kylie Minogue has beaten sports stars, media moguls and even the prime minister in a survey of Australia's most powerful personal brands.
Some 400 people in the marketing/entertainment industry were asked to rate famous Australians according to how well developed their brand and brand awareness are.
Minogue topped the Talent Inc! Personal Brand survey, with a brand based on her music and acting, her perfume and underwear ventures, and her good looks and integrity.
"I think what makes Kylie number one is overall she appeals to a broad stream of people," Mark Richardson from Talent Inc! said.
"Although she's had ups and downs in terms of her albums, and especially in her ... love life and her health, she's always managed those things with grace and integrity.
"Over a period of time it's given her brand a real strength and value."
Coming in at second place is supermodel Elle Macpherson, who has her own lingerie label and skincare products.
Cricketer Shane Warne, personality Dame Edna Everage and golfer Greg Norman rounded out the top five.
Richardson said Warne was one of many sports people who made the list for their reputation off the field and as well as on.
"Because of his extraordinary genius on the pitch, he will always be revered," Richardson said.
"The indiscretions he had are kind of idiotic, they're kind of stupid, not malicious. Ben Cousins' indiscretions are far more damaging than Shane's."
Steve Irwin, Hugh Jackman and Nicole Kidman also ranked in the top 10, while Prime Minister Kevin Rudd and entrepreneur Dick Smith came in at number nine and 10.
Despite being our highest paid entertainers, The Wiggles only ranked at 18, while Aussie icon Ned Kelly came in at 34.
Richardson said among the survey's general findings were that if you're a man you don't have to be attractive to have a powerful personal brand, but being a good looking as a woman helps.
Being famous internationally also seemed to boost your ranking.
Richardson said many of the people with the most powerful personal brands were involved in a range of activities, such as Elle MacPherson and Greg Norman.
"It's important that there's balance there and they're seen as well-rounded," he said.
"But more importantly that there's some integrity there."
Australia's top 20 strongest personal brands:
1. Kylie Minogue
2. Elle Macpherson
3. Shane Warne
4. Dame Edna Everage
5. Greg Norman
6. Steve Irwin
7. Hugh Jackman
8. Nicole Kidman
9. Kevin Rudd
10. Dick Smith
11. Cate Blanchett
12. Jennifer Hawkins
13. Eddie McGuire
14. Paul Hogan
15. Rupert Murdoch
16. Bert Newton
17. Pat Rafter
18. The Wiggles
19. Cathy Freeman
20. Megan Gale